Brand Tone

Professional, deliberate, and artistic, communicating with quiet confidence and expertise. The language is direct, minimalist, sophisticated, and reverent toward the craft, avoiding casual or overly commercial language.

Brand Values

• •Craftsmanship and Materiality
• •Design Integrity
• •Expertise and Education
• •Exclusivity and Prestige
• •Quiet and Sculptural Aesthetic

Best Practices

• •Prioritize "Process" over "Product": Always speak about the how and why behind a piece—the materials chosen, the design philosophy, the craftsmanship involved. This reinforces the brand's core value of thoughtful creation.
• •Use a Sophisticated and Deliberate Vocabulary: Employ words like "sculptural," "materiality," "form," "process," and "intention." Avoid clichés, hype, and overly casual language. The tone should be as carefully crafted as the furniture.
• •Let the Work Speak for Itself: Keep copy concise and impactful. Use high-quality imagery as the primary storyteller and text as the refined, informative caption. Avoid making overt sales pitches or using calls-to-action like "Shop Now."
• •Maintain Exclusivity: The language should always feel like it's for an "in-the-know" audience. Referencing materials and techniques without over-explaining them assumes a certain level of knowledge from the customer, which aligns with the brand's premium positioning.
• •Embrace the "Quiet" Philosophy: Ensure the copy reflects the "quiet and sculptural" ethos. The language should be calm, confident, and understated. Its power should come from its precision and thoughtfulness, not its volume.

Social Perception

Highly respected within the design world as a serious, credible, and artistically significant studio, due to features in prestigious publications. Largely unknown to the general public, reinforcing its exclusive and niche appeal, perceived as desirable by discerning clients seeking high-end, bespoke design.

Copy Examples

• •Where form is an exploration of material. Furniture and sculptural objects from our Oakland studio.
• •An exercise in balance and tension. The Sling Chair joins a solid ebonized oak frame with fine caning to create a form that is both visually light and structurally sound. A quiet statement piece, designed for reflection.
• •Our practice is a deliberate dialogue between designer, material, and process. Founded in 2017 by Jack Duncan, our studio is built on a foundation of fine art and hands-on craftsmanship. We don't just make furniture; we create sculptural works that inhabit a space with quiet confidence.
• •Thank you for your interest in Jack Duncan Design. Our work is an ongoing exploration of form, materiality, and the traditions of woodworking. Each piece is crafted with intention in our Oakland studio. We are available to discuss the process and philosophy behind our collections.
• •The intersection of process and patience. Finalizing the joinery on our new credenza, where the character of the walnut dictates the form. #JackDuncanDesign #Woodworking #Craftsmanship #Materiality #OaklandMade