Brand Tone

Professional, Artisanal, and Grounded

Brand Values

• •Craftsmanship and Artistry
• •Personalized Collaboration
• •Honesty and Trust
• •Connection to Nature
• •Durability and Quality

Best Practices

• •Lead with the 'Why' Not Just the 'What': Start with the inspiration—the connection to Tahoe, the passion for green design, the artistry. This grounds the professional service in an authentic story.
• •Use Storytelling in Product Descriptions: Instead of just listing materials and dimensions, tell the story of the piece. Where did the reclaimed wood come from? What was the inspiration for the design? This reinforces the "Artisanal" tone.
• •Emphasize Collaboration and Service: In all communications, use inclusive language like "we work with you," "your vision," and "together we can create." This highlights the core value of a personalized, client-first approach.
• •Let High-Quality Visuals Speak: The brand's products are artistic and visually striking. Invest in professional photography that captures the texture, detail, and craftsmanship. Let the copy be the supporting actor to the visual star.
• •Maintain a Grounded and Confident Voice: Avoid overly corporate or flashy marketing language. The tone should be confident and based on proven experience, but remain approachable and honest, reflecting the brand's core values.

Social Perception

niche, respected, high-end design firm and artisan

Copy Examples

• •Headline: Art you can switch on. Body: Illuminate your space with more than just light. Our custom fixtures are born from reclaimed wood and hand-welded steel, each a one-of-a-kind statement piece designed to bring the soul of the Sierra into your home. Discover the art of light.
• •Headline: Design Rooted in Tahoe. Built on Trust. Body: For over two decades, Gordon Cross has been shaping the landscape of Tahoe living. From innovative home designs to bespoke furniture and art, our work is a dialogue between the client's vision and the rugged beauty of our environment. We don’t just build structures; we build relationships.
• •Headline: Your Home, Reimagined. Body: Thinking of a remodel? We see it as a chance to honor your home's past while designing its future. Our 3-D modeling process allows you to walk through the vision before we even begin, ensuring every detail is perfect. Let's create a space that’s truly yours.
• •Headline: History in Every Grain. Body: This isn't just a bench; it's a piece of Tahoe history. Crafted from reclaimed timber, each piece tells a story of the mountains, the forests, and the hands that shaped it. Own a piece of functional art from Lake Tahoe Designs.
• •Headline: The Tahoe Standard of Design. Body: Lake Tahoe Designs offers comprehensive residential and commercial design services and custom-made lighting and furniture. Led by artist and designer Gordon Cross, we are committed to craftsmanship, sustainability, and a collaborative process that brings your vision to life.