Brand Tone

Thoughtful, Passionate, and Bespoke

Brand Values

• •Craftsmanship and Materiality
• •Enduring Functionality
• •Narrative and Meaning
• •Collaboration
• •Sustainability through Longevity

Best Practices

• •Lead with the 'Why': Always start with the purpose or story behind a design choice. Instead of saying "We used steel countertops," explain "To provide a durable, timeless surface for a passionate cook, we chose stainless steel, reminiscent of a chef's kitchen."
• •Use a "Maker's" Lexicon: Incorporate words that reflect craftsmanship and materiality. Use terms like crafted, hands-on, bespoke, enduring, purposeful, tactile, material, and visceral experience to reinforce your brand values.
• •Emphasize Function and Longevity: Frame beauty as a consequence of exceptional function. Use the Shaker-inspired mantra "That which has in itself the highest use possesses the greatest beauty" as a guiding principle in your messaging.
• •Tell Client-Centric Stories: Every project is an opportunity to tell a story about the client, not just the studio. Highlight their needs, their vision, and their heritage, and explain how the design serves them. This reinforces the collaborative and bespoke value.
• •Maintain a Consistent Voice Across Platforms: The thoughtful, passionate, and bespoke tone should be consistent, whether in a detailed journal post on your website, a short Instagram caption, or an email response to a new inquiry. Create a simple one-page guide with your key brand values and tone-of-voice words to ensure all communications are aligned.

Social Perception

Innovative and Detail-Oriented, Client-Centric and Respectful, High-Quality and Timeless, Authentic

Copy Examples

• •From our hands to their home. The brief was for a kitchen that tells a story—of family, of cooking, of daily joy. We started where we always do: with the materials. Recycled rimu and tactile steel come together to create a space that’s not just for living in, but for living better in. Purposeful, practical, and deeply personal. #AtelierJonesDesign #MadeInAotearoa #DesignThroughMaking #EnduringDesign
• •We are more than a design studio; we are a workshop. We believe that to truly design a space, you must understand the materials that give it form. Our process is hands-on, a conversation between architect, maker, and client. This philosophy allows us to create purposeful, enduring spaces and objects rich with narrative, from the grandest gesture to the smallest, most-touched detail.
• •Your home should be the most useful thing you own. And the most beautiful. At Atelier Jones Design, we craft spaces that merge timeless function with personal stories. Let's build a space that’s utterly and enduringly yours. Book a complimentary consultation to discuss your renovation.
• •'The designers have succeeded in making something truly joyous, experimental, and utterly bespoke.' - Sarosh Mulla, Here Awards 2023. We were so proud to bring the Hong Kong Inspired Kitchen to life, working closely with our client to honour their heritage. It’s moments like these that affirm our belief in design as a tool for belonging.
• •Bespoke Spaces & Furniture. Our work spans architectural design, interior environments, and custom-made furniture. We are involved in the totality of a space, ensuring every element, from the layout to the joinery, is born from a single, cohesive vision. A vision that is functional, meaningful, and uniquely yours.