Brand Tone

Artisanal, Reverent, Knowledgeable, and Understated

Brand Values

• •Craftsmanship & Quality
• •Tradition & Heritage
• •Passion for Building
• •Seaworthiness & Practicality
• •Connection to Nature & Materials
• •Quiet Enjoyment & Simplicity

Best Practices

• •Embrace Understatement: Let the inherent quality and beauty of the designs and the craft speak. Avoid superlatives and overly enthusiastic language. Focus on authenticity.
• •Educate and Inspire: Share knowledge about boat design, construction techniques, and the history of wooden boats. Position the brand as a resource for passionate builders.
• •Use Evocative, Sensory Language: Describe the feel of wood, the sound of water against the hull, the satisfaction of a well-made joint. Connect with the emotional aspects of boatbuilding and ownership.
• •Maintain a Respectful and Appreciative Voice: Show reverence for the materials, the traditions of boatbuilding, and the skill of the craftsperson.
• •Focus on Timelessness over Trends: Highlight the enduring appeal of classic designs and the lasting value of a well-built wooden boat, rather than fleeting fashions.

Social Perception

Gartside Boats, and Paul Gartside himself, are highly regarded within the wooden boat community.

Copy Examples

• •Headline: The Enduring Beauty of a Well-Drawn Line. Body: At Gartside Boats, we believe a boat begins not with wood and tools, but with a vision. Explore our collection of proven designs, each a testament to the timeless allure of classic wooden boats, meticulously drafted for the discerning builder.
• •Headline: More Than Plans, A Legacy in Your Hands. Body: Each Gartside design carries with it generations of maritime heritage and a deep understanding of wooden boat construction. Our detailed plans and insightful essays in 'Plans & Dreams' are your guide to crafting not just a boat, but a story.
• •Headline: The Quiet Joy of Working Wood, The Lasting Reward of a Boat You Built. Body: Discover the profound satisfaction of bringing a beautiful vessel to life. We champion the builder's journey, offering designs that are as rewarding to create as they are to sail, row, or power.
• •Headline: Designed for the Water, Built by Your Hand. Body: Seaworthiness and elegance are at the heart of every Gartside boat. From sturdy workboat-inspired hulls to graceful daysailers, find a design that speaks to your spirit of adventure and your appreciation for true craftsmanship.
• •Headline: The Wisdom of Wood, The Poetry of the Sea. Body: Paul Gartside's designs are born from a lifetime of building and sailing. We invite you to explore a world where traditional methods meet thoughtful innovation, resulting in boats that are both practical and profoundly beautiful.