Brand Tone

Inspiring & Passionate, Authentic & Personal, Encouraging & Supportive, Artistic & Knowledgeable, Welcoming & Inclusive, Joyful & Whimsical

Brand Values

• •Creativity & Self-Expression
• •Artistry & Craftsmanship
• •Community & Connection
• •Joy & Well-being
• •Learning & Growth
• •Authenticity
• •Quality

Best Practices

• •Write from Deanne's Perspective (or a 'Studio Voice' deeply aligned with her): Imagine Deanne speaking directly to the customer. Use 'I' and 'we' to foster a personal connection. Infuse her known passion and warmth.
• •Focus on the 'Why' Not Just the 'What': Don't just describe a product; explain the joy it brings, the creativity it unlocks, or the story it helps tell. Connect to the emotional and artistic benefits.
• •Use Vivid and Sensory Language: Appeal to the tactile and visual nature of rug hooking. Words like 'luscious,' 'vibrant,' 'soft,' 'rich,' 'textured,' 'glowing' can evoke the experience.
• •Emphasize Community and Shared Experience: Use inclusive language ('our community,' 'fellow hookers,' 'let's create together'). Encourage interaction and sharing.
• •Maintain Authenticity and Enthusiasm: Let genuine passion for the art form shine through. Avoid overly formal or corporate language. Be honest, open, and share the love for rug hooking in every piece of content.

Social Perception

Deanne Fitzpatrick Rug Hooking Studio is perceived as a leading authority and a beacon of inspiration in the world of contemporary rug hooking. Deanne herself is seen as a highly talented, passionate, and generous artist and teacher who has revitalized and modernized the craft. Customers and the public view the brand as a trusted source for high-quality materials, exceptional instruction, and beautiful, unique art. There's a strong perception of the brand as fostering a warm, supportive, and vibrant community. The studio is associated with beauty, colour, creativity, and the joy of making.

Copy Examples

• •Dive into a world of vibrant colour and luscious texture! Our new 'Wildflower Meadow' kit is more than just a project; it's an invitation to unleash your creativity and find joy in every loop. Deanne's hand-picked wools and easy-to-follow guidance make it perfect for bringing your own beautiful vision to life.
• •Ready to deepen your rug hooking journey? Join Deanne in our comprehensive online course, 'The Art of Shading.' With personal insights and step-by-step instruction, you'll unlock the secrets to creating depth and dimension in your work. We believe everyone has an artist within – let us help you discover yours.
• •Just look at this breathtaking piece by Sarah M. from our wonderful community! The way she's captured the light is simply stunning. We are SO inspired by your creativity, Sarah! What are you all hooking today? Share your progress with us using #DeanneFitzpatrickStudio – we love seeing your art!
• •For Deanne Fitzpatrick, rug hooking is more than a craft – it's a way of seeing the world, a language of colour and story. Our studio is built on this passion, dedicated to sharing the beauty and joy of this timeless art form with you, one loop at a time.
• •A Little Sprinkle of Colour & Joy: Special Treats Inside for Our Creative Community!