Brand Tone

Sophisticated & Cultured, Minimalist & Design-Forward, Informative & Appreciative, Polished & Professional

Brand Values

• •Quality Craftsmanship
• •Unique Design
• •Celebration of Heritage
• •Minimalism & Essentialism
• •Local Pride & Connection

Best Practices

• •Embrace Sophisticated Vocabulary (but remain accessible): Use precise and evocative language that reflects the brand's appreciation for art, design, and history. Avoid overly casual slang or jargon that doesn't align with a cultured tone.
• •Highlight Design Principles: Consistently weave in terms like "minimalist," "design-forward," "architectural," and "curated" to reinforce the brand's core aesthetic and values.
• •Focus on "The Why": Beyond describing the product, explain the inspiration, often tying it back to D.C.'s landmarks, history, or specific design elements. This adds depth and aligns with the informative aspect of the brand.
• •Maintain Visual & Textual Harmony: Ensure the copy's tone matches the clean, minimalist, and high-quality visuals used on the website and social media. The words should complement the images.
• •Develop a Brand Lexicon: Create a list of preferred (and to-avoid) words and phrases. For iconsDC, this might include words like "iconic," "heritage," "majesty," "meticulously crafted," versus avoiding overly trendy or colloquial terms. This ensures consistency across all writers and platforms.

Social Perception

Positive customer feedback, Reputable & Recognized, Niche Appeal

Copy Examples

• •Discover the L'Enfant Plan Wood Ornament. An elegant tribute to the foundational vision of Washington D.C., meticulously crafted to bring a piece of history and design excellence into your home. Minimalism that speaks volumes.
• •Introducing the 'CapCity Variations #1' poster. A symphony of color and form, celebrating sixteen of D.C.'s beloved landmarks. Each hue, a whisper of the city's vibrant soul. Explore the collection where design meets D.C. heritage. #iconsDC #DCDesign #MinimalistArt #WashingtonDCLandmarks
• •Seeking a gift that truly captures the spirit of Washington D.C.? iconsDC offers a curated collection of design-forward homewares and prints, inspired by the capital's iconic architecture. For those who appreciate timeless design and quality craftsmanship. Shop now. [Link]
• •At iconsDC, we believe in the power of essential design. Our latest collection further explores the architectural narratives of Washington D.C., translating its historic grandeur into pieces of minimalist beauty for your everyday life. Explore what's new. [Link]
• •Born from a deep affection for Washington's architectural heritage, iconsDC translates the capital's monumental stories into tangible design. We find beauty in the essential, crafting each piece to reflect the city's unique character with sophistication and the finest materials. It's more than a product; it's a piece of D.C.