Brand Tone

The brand's tone is overwhelmingly empowering, educational, and professional, yet approachable.

Brand Values

• •Expertise and Quality
• •Empowerment and Creativity
• •Education and Demystification
• •Modernity

Best Practices

• •Lead with Empowerment: Always frame the copy around what the user can achieve. Focus on "your designs," "your vision," and "your skills." The product is a tool for their creativity, not just a product in itself.
• •Leverage Authority Subtly: Mention Leigh's professional background (McQueen, Central Saint Martins) in bios and "About Us" sections, but in product-focused copy, translate that authority into user benefits: "industry techniques," "professionally-fitted," "production-worthy."
• •Be the Antidote to Frustration: Acknowledge the known pain points of pattern making ("confusing," "bad fit," "time-consuming"). Position the brand as the clear, simple, and professional solution to these specific problems.
• •Educate, Don't Just Sell: Continue using social media and blog posts to offer genuine value and tips. This builds trust and reinforces the brand's expert status, making the sales pitch feel more like a helpful recommendation from a trusted teacher.
• •Maintain an Approachable Voice: Use clear, direct language. In customer service and community interactions, remain personal and encouraging, just as Leigh is in her review responses. Avoid overly technical jargon where possible, or explain it clearly when necessary. This ensures the professional expertise doesn't become intimidating.

Social Perception

The social perception of CLIQD pattern kits is highly positive, particularly among its target audience of sewing enthusiasts and aspiring designers. Customers find the kits highly valued for beginners, appreciate the professional results, excellent customer support, and perceive Leigh as a credible and authoritative expert. There's also a sense of supportive community engagement.

Copy Examples

• •Headline: Stop a bad fit from killing a great design. Body: You've got the vision, but pattern making is holding you back. Our D.I.Y. Pattern Kits are your professional head start. Created by a former Alexander McQueen pattern maker, each kit gives you a perfectly fitted block and a step-by-step guide to turn your ideas into runway-worthy reality. Call to Action: Link in bio to choose your silhouette. #PatternMaking #FashionDesign #IndieDesigner #CLIQDkits
• •Headline: Your designs, made to fit. Perfectly. Body: Ever get frustrated trying to adapt commercial patterns? CLIQD kits are different. We start with a modern, professionally-fitted block—your canvas. Our clear, illustrated guide shows you how to transform it into a unique piece that fits you, and only you. It’s time to sew clothes you’re truly proud of. Call to Action: Explore the kits and start your best project yet.
• •Headline: The Secret to the Perfect Oversized Shirt? It’s all in the block. Body: Forget drowning in fabric. Our Oversized Shirt block is expertly drafted for a silhouette that’s intentionally relaxed, not just big. This kit includes the professional block and a 50-page guide packed with industry tricks for transforming it into a button-down, a shirt dress, or the minimalist top of your dreams. Call to Action: Add to Cart & Start Designing.
• •Text on Screen 1: Still wrestling with tissue paper? Text on Screen 2: There's a better way. Text on Screen 3: Start with a pro block. Text on Screen 4: Adapt it to YOUR design. Text on Screen 5: Get the skills. Bring your vision to life. Voiceover/Caption: Stop letting patterns dictate your design. Our kits empower you to create. Link in bio! #PatternCutting #SewingHacks #FashionStudent #DIYFashion
• •Subject: Frustrating, technical, confusing? Not anymore. Body: Hi [Name], I remember what it was like to start pattern making. The confusing terms, the fit issues, the frustration. That's why I created CLIQD. After more than 10 years of creating patterns for London's top designers, I wanted to share the techniques that make a real difference. Our kits are designed to give you a shortcut to a professional finish, with clear steps that actually make sense. Ready to finally enjoy pattern making? Call to Action: See How It Works.