Brand Tone

Aspirational and accessible professionalism, blending high-end language with creative and approachable expressions.

Brand Values

• •Quality and Craftsmanship
• •Customer-Centricity and Collaboration
• •Passion and Creativity
• •Leadership and Integrity
• •Excellence

Best Practices

• •Balance Aspiration with Passion: Always pair sophisticated, high-end language ("bespoke," "meticulously crafted," "unparalleled") with passionate, human-centric phrases ("we love to build," "making pretty things") to maintain the brand's expert-yet-approachable tone.
• •Lead with the "Why," Not Just the "What": Instead of just describing a lamp, describe the ambiance it creates or the design problem it solves. Focus on the value of "aesthetically pleasing creations" and transforming a space.
• •Emphasize Collaboration: Regularly use words like "partner," "collaborate," "together," and "custom-made" in copy targeting both end-users and design professionals to reinforce the brand’s customer-centric value.
• •Showcase, Don't Just Tell: Use project features as the primary vehicle for storytelling. Detail the client's vision and how Floating Designs brought it to fruition, highlighting the quality and craftsmanship involved. Use names of prestigious clients like "The One&Only" to build authority.
• •Maintain Exclusivity: Keep calls-to-action focused on consultation and inquiry (e.g., "Contact our design team," "Inquire for pricing," "Schedule a consultation") rather than direct sales ("Buy Now"). This aligns with the high-value, bespoke nature of the products and the current pricing strategy.

Social Perception

Perceived within the professional design and architecture community as a reliable, high-quality partner capable of delivering on prestigious and demanding projects. Positioned as a go-to for bespoke, statement lighting and furniture, cultivating an image of exclusivity and high value.

Copy Examples

• •Beyond Illumination. We craft light into art. Discover bespoke lighting and furniture, handcrafted in Cape Town to bring your unique vision to life.
• •The anatomy of an entrance. For the new Duke Luxury Apartments, we designed and crafted a series of statement pendants that do more than light up a room—they define it. Collaboration, creativity, and craftsmanship in every detail. #FloatingDesigns #LuxuryLighting #InteriorDesignSA
• •Inspired by timeless design, perfected by our craft. The Replica Aballs Pendant combines classic form with contemporary elegance. Each piece is meticulously manufactured, ensuring it not only illuminates your space but enhances it. For specifications and bespoke options, contact our design team.
• •We’re a team of designers, creators, and artisans who believe a space should tell a story. It started with a passion for beautiful objects and grew into a mission: to create exceptional, handcrafted lighting and furniture that lasts a lifetime. That’s our DNA.
• •Your vision, our expertise. We partner with South Africa's leading design professionals to create custom lighting and furniture solutions for commercial and residential projects. Let's build something beautiful together. Explore our portfolio.