Brand Tone

Aspirational yet accessible, personal, and sophisticated. Communication is warm and inviting, often using welcoming language that reflects Southern hospitality. The voice is knowledgeable and passionate, positioning the brand as an expert curator in home design.

Brand Values

• •Curated Quality
• •Transformative Design
• •Personal Connection and Service
• •Aesthetic and Style
• •Community and Heritage

Best Practices

• •Lead with "Why," Not Just "What": Instead of just describing a product's features, start by explaining the feeling or lifestyle it enables. Focus on benefits like "creating a cozy retreat," "making entertaining effortless," or "adding a touch of elegance.
• •Use a Personal, Welcoming Voice: Write as if Macy is speaking directly to a friend or client. Use words like "we believe," "our passion is," and "we've curated for you" to build a personal connection.
• •Emphasize Curation and Craftsmanship: Consistently use words like "curated," "hand-selected," "artisan," "timeless," and "quality" to reinforce the brand's core values in every piece of communication.
• •Tell a Story: Whether it's the story of a product's origin, the inspiration behind a collection, or how a piece can fit into the customer's life, narrative-driven copy will be more engaging and memorable.
• •Maintain Visual and Textual Harmony: Ensure the sophistication of the copy matches the high-quality, aesthetically pleasing imagery used on the website and social media. The elegance of the words should reflect the elegance of the visuals.

Social Perception

The public perception of The Mill Design and Home is that of a high-end, stylish destination for home decor and design services. It is seen as a source of inspiration and a place to find unique, quality items that are not mass-market. Customers and observers view it as an aesthetically pleasing and inspiring environment, with the connection to Macy Carlisle as a visionary further enhancing its positive reputation.

Copy Examples

• •Sink into the art of relaxation. Our new Chilton Armchair isn't just a place to sit; it's a destination for your quiet morning coffees and evening reads. Crafted for comfort and designed to be timeless, it's the piece your living room has been waiting for. Tap to bring curated comfort home.
• •Your home should tell your story. At The Mill, we partner with you to translate your vision into a living space that's uniquely yours. From initial concept to the final, finishing touch, our design team is dedicated to creating a home you'll love for a lifetime. Let's build beautiful, together. Learn more about our design services.
• •Curated for a Life Well-Lived. Discover our collection of timeless furniture, decor, and apparel, hand-selected to bring beauty and intention to your every day.
• •As the seasons change, so should our spaces. Welcome warmth and texture into your home with our new collection of autumn-inspired decor. From hand-poured candles that smell like crisp air to plush throws perfect for cozying up, we've curated everything you need to transition your home beautifully.
• •Hand-thrown and finished with a subtle crackle glaze, no two of our Artisan Vases are exactly alike. Its organic form and earthy texture make it a stunning sculptural object on its own, or the perfect vessel for fresh botanicals. A testament to timeless craftsmanship, designed for the modern home.