Brand Tone

Professional, authoritative, artisanal, quality-focused, collaborative, and personal.

Brand Values

• •Craftsmanship
• •Quality
• •Expertise & Legacy
• •Collaboration
• •Service

Best Practices

• •Use a Lexicon of Luxury and Craft: Consistently use words like "bespoke," "artisanal," "precision," "fine craftsmanship," "custom," and "elegant" to reinforce the brand's high-end positioning.
• •Always Credit Your Partners: When showcasing work, always tag and mention the collaborating interior designers or firms. This strengthens industry relationships and reinforces the brand's role as a collaborative partner.
• •Tell the Story of the Craft: Move beyond just showing the final product. Use captions and blog posts to explain the process, the choice of materials, or the solution to a complex design challenge. This highlights expertise and the value of custom work.
• •Maintain a Professional, Not Corporate, Tone: The voice should be authoritative and expert, but also personal and approachable. It's a master craftsman speaking to a fellow professional, not a large corporation. Avoid overly casual slang but embrace a direct and confident tone.
• •Emphasize the "Why," Not Just the "What": Instead of just stating "We make custom curtains," frame it as "We craft custom draperies that control light and create atmosphere, completing a room's intended design." This connects the product to the larger vision and value it brings to a designer's project.

Social Perception

Perceived as an exclusive, 'to the trade' workroom for interior designers, offering high-end and prestigious services, and known as a reliable and trusted partner for complex custom projects.

Copy Examples

• •Artisanal Craft, Precision Sewing. For over 25 years, Dawson Custom Workroom has been the trusted partner for interior designers seeking unparalleled quality in bespoke soft furnishings.
• •The perfect fold. Our latest collaboration with [Designer's Handle] features floor-to-ceiling drapery that transforms the space with texture and light. Every stitch is a testament to our commitment to craftsmanship. #DawsonWorkroom #BespokeDrapery #SFInteriorDesign #CustomSewing #ToTheTrade
• •At Dawson Custom Workroom, we believe that true luxury lies in the details. Led by founder David Dawson, our San Francisco-based team is dedicated to the art of bespoke sewing, crafting exquisite soft furnishings that bring a designer's vision to life with precision and elegance. We are the hands behind the vision, the trusted fabricators for the nation's top design talent.
• •Thank you for reaching out to Dawson Custom Workroom. We specialize in bringing complex designs to life through meticulous craftsmanship. We would be delighted to learn more about your project and discuss how we can provide a seamless fabrication and installation experience. Please let us know a convenient time to schedule a brief consultation call.
• •From initial concept to final installation, our process is built on collaboration and expertise. It was a pleasure working with the talented team at [Interior Design Firm] on this residential project in Pacific Heights. See how our bespoke Roman shades provided the perfect finishing touch. #CustomFurnishings #InteriorDesignPartner #Craftsmanship #MadeinSF