Brand Tone

professional, genuine, quality-focused, straightforward, informative, confident, and personal

Brand Values

• •Quality Craftsmanship
• •American Made
• •Premium Materials
• •Authenticity and Character
• •Customer-Centricity

Best Practices

• •Lead with Quality and Craftsmanship: Every piece of copy should, in some way, reinforce the message that these are high-quality, handcrafted items. Use words like "artisan," "handcrafted," "premium," and "solid."
• •Emphasize "Made in the USA": This is a key differentiator and should be included in website footers, product descriptions, and social media bios. It is a value that resonates with a specific audience.
• •Tell the Story of the Materials: Instead of just saying "leather and brass," describe them. Talk about "top-grain leather that ages beautifully" or "unlacquered brass that develops a natural patina." This adds to the sense of authenticity.
• •Maintain a Confident and Understated Tone: The brand's voice is not loud or flashy. It is confident in the quality of its products. The copy should be clear, direct, and let the product's quality speak for itself.
• •Incorporate Customer Language: Use the positive language from customer reviews in your marketing. Phrases like "elevated my new furniture" or "adds a definite unique element" are authentic and relatable.

Social Perception

The brand is perceived overwhelmingly positively, with customers consistently praising the high-quality, beautifully made, artisan-quality hardware and responsive customer service. It is seen as a reliable source for unique pieces that elevate furniture and cabinetry.

Copy Examples

• •Introducing the Arie Drop Ring Pull. Forged from solid brass and wrapped in top-grain leather, it’s not just hardware; it’s a statement. Handcrafted in the USA for a lifetime of character. #MadeInUSA #LeatherHardware #ArtisanDesign
• •Invest in timeless quality. This weekend, enjoy 15% off all our handcrafted leather and brass hardware. Elevate your space with pieces designed to last. #MakelineDesigns #AmericanCrafted
• •Your home tells a story. Our hardware is crafted to be a part of it. As a thank you for your support, here's an exclusive look at our new Nautical Collection, designed to bring a touch of coastal elegance to your space. #HandmadeHome
• •Simple, tough, and elegant. Our leather handles are crafted from premium top-grain leather that softens and deepens in color with time. Paired with solid brass fittings, they offer a warm, tactile experience every time you open a drawer. Made with pride in the USA.
• •From a single leather pull to a full collection of artisan hardware. We are Makeline Designs, and we believe in the power of American craftsmanship and materials that get better with age. Join us in bringing thoughtful design back home.