Brand Tone

curated, knowledgeable, and specialized, passionate

Brand Values

• •Curation and Quality
• •Specialization and Expertise
• •Support for Independent Creators
• •Promotion of Design Culture
• •Aesthetic Appreciation

Best Practices

• •Use Specialized Language (Authentically): Incorporate terminology relevant to design, typography, art, and architecture naturally. This demonstrates expertise and resonates with the target audience. Avoid jargon for its own sake; clarity is key.
• •Focus on Curation and Discovery: Emphasize the selected nature of the inventory. Use phrases like "carefully selected," "curated collection," "discover," "essential texts," "rare finds" to highlight the value Draw Down brings.
• •Maintain a Clean and Direct Style: Mirror the aesthetic of their products and website. Be informative and straightforward, letting the quality of the books speak for themselves. Avoid overly casual or hype-driven language.
• •Highlight Aesthetic and Intellectual Value: Describe books not just by their topic, but by their design qualities (e.g., "exquisite typography," "thoughtful layout") and intellectual contributions (e.g., "seminal work," "delves deep into").
• •Show, Don't Just Tell, Passion: While maintaining a professional tone, let the enthusiasm for the subject matter subtly shine through in descriptions and announcements. Connect with the shared passion of the design community.

Social Perception

respected and integral part of the design publishing scene, specialists who offer a carefully chosen collection of works, appealing to design professionals, students, and enthusiasts

Copy Examples

• •Instagram Post (New Arrival): Explore the intersection of form and function. Our latest arrival, '[Book Title],' delves deep into [brief description of book's content/focus]. A must-have for any serious design library. Link in bio to order. #GraphicDesign #Typography #NewRelease #DesignBooks #DrawDownBooks
• •Twitter Announcement (Featured Publisher): Now stocking a curated selection from [Publisher Name], known for their innovative approach to [Publisher's Specialization]. Discover these unique titles at Draw Down. [Link to website] #IndependentPublishing #ArtBooks #BookTwitter #SupportSmallPress
• •Website Banner (Thematic Collection): Deconstruct. Design. Discover. Shop our collection of essential texts on Brutalist architecture and its enduring legacy. #Brutalism #ArchitectureBooks #DesignInspiration #DrawDown
• •Newsletter Snippet (Highlighting a Rare Find): From the Archive: We've unearthed a limited number of '[Rare Book Title],' a seminal work on [topic]. A rare opportunity for collectors and connoisseurs. Secure your copy before it's gone. #RareBooks #GraphicDesignHistory #LimitedEdition #DrawDown
• •Pinterest Pin Description (Showcasing Book Aesthetics): The tactile beauty of print. '[Book Title]' is not just a read, but an experience. Exquisite typography and thoughtful design on every page. Pin it to your #DesignReads board. Available at Draw Down. [Link] #BookDesign #Illustration #ArtPublication #BookAesthetics