Brand Tone

Sophisticated, minimalist, and design-centric. Confident, direct, clean, and precise, mirroring product aesthetics. Positions itself as a premium alternative with a slightly rebellious yet professional attitude, emphasizing elegance, durability, and thoughtful engineering.

Brand Values

• •Design and Aesthetics
• •Durability and Quality
• •Simplicity and Functionality
• •Innovation
• •Artisan Mentality & US Manufacturing

Best Practices

• •Lead with Design and Quality: Always emphasize the superior aesthetic and durable build of the products. Use descriptive words like "meticulously crafted," "architectural-grade," "minimalist," and "robust."
• •Maintain a Confident and Minimalist Tone: Be direct and clear. Avoid overly technical jargon, casual slang, or cluttered sentences. The copy should feel as clean and intentional as the products themselves.
• •Use the "Problem/Solution" Framework: Frame products as the elegant solution to common problems—clutter, instability, and "boring hardware." Highlight functionality like cable management, security, and ease of use.
• •Incorporate the Brand Mission: Weave in phrases like "Protecting the world from boring hardware" or "Hardware that fits" where appropriate to reinforce the brand's unique identity.
• •Be Consistent Across All Channels: Whether writing for the website, a partner blog, or a product manual, ensure the tone remains consistent—professional, design-focused, and confident. This builds a strong, recognizable brand voice.

Social Perception

Overwhelmingly positive, with consistent praise for excellent build quality, durability, and robust construction. Products are seen as sleek, modern, professional, and often compared to museum pieces. Perceived as a provider of premium, well-engineered solutions, though price is sometimes noted as a point of consideration.

Copy Examples

• •Engineered for Elegance. Built for Endurance.
• •Transform any space into a seamless collaboration hub. Our mobile AV cart is meticulously crafted from a single piece of steel, offering commercial-grade stability with a minimalist profile. Move your meeting, not the furniture. It’s hardware that fits your workflow.
• •It started with a simple belief: hardware shouldn’t be boring. At Heckler, we combine an artisan’s attention to detail with state-of-the-art manufacturing to create solutions that are as beautiful as they are functional. Designed and made in Phoenix, our products are here to protect the world from uninspired, disposable tech accessories.
• •Your workspace is a reflection of your brand. Don't let it be defined by flimsy plastic and tangled cables. The Heckler collection of conference room hardware brings architectural-grade design and lasting quality to your most important spaces. See the difference that thoughtful engineering makes. #OfficeDesign #AVFurniture #HybridWork
• •Stop hiding your hardware. Upgrade to Heckler.