Brand Tone

Aspirational, sophisticated, expert, professional, elevated, inspiring, reassuring, clean, confident, and client-centric.

Brand Values

• •Design Excellence
• •Customization and Personalization
• •Craftsmanship and Origin
• •Exclusivity

Best Practices

• •Lead with the 'Why': Always start with the story of design, craftsmanship, and Colombian heritage. The copy should sell an identity and a lifestyle, not just a piece of furniture.
• •Use an Elevated Vocabulary: Consistently use words like 'bespoke,' 'artisanal,' 'curated,' 'handcrafted,' and 'timeless' to reinforce the brand's premium positioning. Avoid generic e-commerce terms like 'hot deal' or 'sale.'
• •Speak as the Design Authority: Frame all communications as expert advice. Whether on social media, a blog, or in product descriptions, the brand should be a trusted source for design solutions, not just a retailer.
• •Unify the Brand Identity: The use of multiple names ('Infinitum architecture,' 'Infinitum USA,' 'Infiarquitectura') can dilute brand recognition. It is crucial to choose a primary name (Infinitum USA appears most current) and use it consistently across all platforms for a stronger, more coherent identity.
• •Let the Visuals and Copy Align: Ensure every piece of text complements the sophisticated, clean aesthetic of the brand's photography. The copy should be as clean, purposeful, and well-designed as the furniture itself.

Social Perception

Perceived as a high-end, boutique furniture and design studio targeting discerning clients (interior designers, homeowners with significant budgets) who appreciate modern, artisanal furniture. Projects a serious, professional image capable of both residential and commercial work.

Copy Examples

• •Beyond Furniture. We Design Your World. Discover bespoke Colombian furniture and personalized interior design services that transform your space into a statement.
• •This isn't just a sofa; it's the centerpiece of your life's moments. Handcrafted in Colombia, our Terra sofa combines timeless design with unparalleled comfort. Let us help you create a space that’s truly yours. #InfinitumUSA #ColombianDesign #CustomFurniture #InteriorDesign #LuxuryLiving
• •The Bogotá Dining Table. Artfully handcrafted from sustainably sourced Colombian oak, the Bogotá table is a testament to minimalist elegance. Each table is made to order, allowing you to select the perfect dimension and finish for a piece that is as unique as your home. More than a table, it's the future site of your fondest memories.
• •Stop Searching. Start Creating. Your vision for the perfect space deserves more than mass-produced furniture. At Infinitum USA, we specialize in custom-designed Colombian furniture and expert interior design. Let's build your dream, together. Schedule your complimentary design consultation today.
• •An Exclusive Look: New Arrivals from Colombia