Brand Tone

Professional and Expert, Exclusive and High-End, Collaborative, Passionate about Design, Personalized and Tailored

Brand Values

• •Quality and Craftsmanship
• •Timeless Design
• •Personalization and Exclusivity
• •Partnership and Service (to the trade)
• •Inspiration and Global Insight
• •Heritage and Experience

Best Practices

• •Prioritize the Professional Audience: Always write with the architect, interior designer, or specifier in mind. Use industry-relevant terminology where appropriate but maintain clarity and sophistication.
• •Emphasize Quality, Craftsmanship, and Bespoke Nature: Consistently highlight the made-to-order aspects, the skill of the craftspeople, and the exclusivity of the designs. Avoid language that suggests mass production or fleeting trends.
• •Maintain a Tone of Understated Luxury: The voice should be confident and authoritative in its design expertise, but not ostentatious. It's about refined elegance, not overt flashiness.
• •Foster a Sense of Partnership: Use collaborative language ("we work with you," "your vision," "our shared passion") to reinforce the brand’s role as a supportive partner to design professionals.
• •Ensure Visual and Textual Harmony: The sophisticated, clean aesthetic of the website should be mirrored in the copywriting. Language should be polished, well-structured, and free of jargon that doesn't align with a high-end, design-led brand. All communications, from product descriptions to email signatures, should reflect this consistency.

Social Perception

Respected within the Design Industry, High-Quality Provider, B2B Focused, Limited Public-Facing Persona

Copy Examples

• •Designers Collection: Crafting Timeless Interiors, Tailored for New Zealand's Finest Design Professionals.
• •Since 1986, Designers Collection has been the trusted partner for architects and interior designers seeking exceptional, made-to-order furniture. We blend local craftsmanship with global design inspiration to bring your unique visions to life.
• •The [Sofa Name] embodies enduring elegance. Meticulously crafted in our Auckland workshop and customizable to your precise specifications, it offers a foundation of sophisticated comfort for any discerning interior.
• •Partner with Designers Collection. Access a curated world of authentic designer furniture and lighting, supported by decades of expertise in realizing bespoke solutions for your most ambitious projects.
• •At Designers Collection, we believe in the enduring power of beautiful design and impeccable craftsmanship. We are dedicated to providing New Zealand's design professionals with exquisitely personal furnishings that elevate every space.