Brand Tone

Professional, Supportive, and Accessible

Brand Values

• •Heritage & Experience
• •Innovation & Quality
• •Customer-Centricity & Support
• •Simplicity & Accessibility

Best Practices

• •Emphasize "We Make it Simple": This motto should be a guiding principle for all copy. Whether writing product descriptions, support articles, or social media posts, the language should be clear, direct, and focused on making complex topics easy to understand.
• •Lead with Support and Partnership: Frame the customer relationship as a partnership. Use "we" and "you" to create a collaborative tone. Highlight the 24/7 support and the accessibility of the team in marketing materials to reinforce the message that you are more than just an equipment seller.
• •Leverage Your Legacy: Consistently reference the company's long history (since 1949) to build credibility and trust. Share stories about the company's founding and its multi-generational family ownership to create an emotional connection and differentiate from newer competitors.
• •Show, Don't Just Tell, Innovation: Instead of just claiming to be innovative, provide concrete examples. Announce new product developments, showcase award-winning technology, and explain how these advancements directly benefit the printer.
• •Maintain a Unified Voice Post-Merger: As Lawson integrates with Workhorse, ensure all communications reflect the "Better Together" vision. Create shared brand messaging guidelines that honor the strengths of both original brands while presenting a unified, stronger front to the market.

Social Perception

Trusted Partner and Industry Authority

Copy Examples

• •From Garage Startup to Production Powerhouse: We’ve Got the Gear That Grows with You. For over 70 years, we've helped printers start, scale, and succeed. Our equipment is built to last and designed for simplicity, so you can focus on what you do best: creating. Explore our startup kits and discover the Lawson difference.
• •Your 2 AM Print Emergency is Our 2 AM Call. We know that printing doesn’t always happen between 9 and 5. That’s why we offer 24/7 live support. When you partner with Lawson, you're never printing alone. We stand behind our equipment, so you can stand in front of it with confidence.
• •Heritage Meets High-Tech. Print the Future with Lawson. Since 1949, we've been at the forefront of printing innovation. Now, we’re leading the way in DTF technology. Experience the perfect blend of time-tested reliability and cutting-edge performance. Let's build the future of print, together.
• •Simple to Use. Easy to Master. Impossible to Outgrow. Our philosophy is simple: make printing easy. Whether you're unboxing your first press or adding another automatic to your floor, Lawson equipment is designed for intuitive operation and flawless results.
• •Two Powerhouses. One Commitment. A Better Print Experience for You. Lawson and Workhorse are now "Better Together." This merger brings you an expanded range of top-tier equipment and a combined legacy of industry-leading support. Get ready for more innovation, more options, and more ways to win.