Brand Tone

Inspiring, Community-Focused, and Authentic.

Brand Values

• •Creativity & Craftsmanship
• •Community
• •Heritage
• •Support & Growth

Best Practices

• •Lead with the 'Why,' Not Just the 'What': Instead of just announcing an event, start with the feeling or benefit. For example, instead of "Pottery Workshop This Saturday," use "Find Your Calm at Our Weekend Pottery Workshop."
• •Use Storytelling to Highlight Heritage: Regularly weave the building's unique history into your copy. Phrases like "In the footsteps of hosiers..." or "Our historic factory walls now inspire a new generation of makers..." connect the present to a compelling past.
• •Spotlight the Makers: Consistently feature your tenant artists. Share their stories, their inspirations, and their processes. This reinforces the "authentic" and "community" values and puts a human face to the brand.
• •Emphasize Inclusivity and Accessibility: Use welcoming and encouraging language for event and workshop descriptions. Phrases like "perfect for beginners," "no experience necessary," and "a casual group" lower the barrier to entry and make creativity feel accessible to everyone.
• •Maintain a Consistent Vocabulary: Create a list of brand-aligned keywords and phrases to use across all platforms. Include terms like: "Creative Community," "Maker," "Artisan," "Heritage," "Handmade," "Inspiring," "Workshop," "Studio," and "Cultural Quarter."

Social Perception

A respected cultural asset. The public, press, and creative community perceive Makers' Yard as a prestigious and valuable institution in Leicester. It is seen as a 'premier studio space for creative souls' and an 'award-winning, dynamic and inspiring workspace.' Reviews from visitors who have attended workshops are highly positive, often highlighting the quality of the teaching and the welcoming atmosphere. For the artists it houses, it is seen as a desirable and supportive base of operations within the city's Cultural Quarter. There is a strong association with quality, authenticity, and community engagement.

Copy Examples

• •Step out of the ordinary and into your creativity. This weekend, join our 'Seriously Playful' clowning workshop and rediscover the joy of letting go. No experience needed, just a willingness to have fun. We give you permission to be silly. Link in bio for tickets!
• •Housed in Leicester's oldest hosiery factory, Makers' Yard is where heritage meets artistry. We are more than just studios; we are a vibrant community of makers, a hub for creative workshops, and a testament to the city's enduring spirit of innovation.
• •Calling all local makers! Our Summer Yard Sale is back. We're looking for passionate artists and designers to fill our historic courtyard with incredible craft. Share your work with a community that values the handmade. Apply for a stall today.
• •'A thoroughly enjoyable, relaxing, and creative experience.' - Be-lavie blog. From clay tasters to resin art, find a workshop that sparks your imagination at Makers' Yard. Your next masterpiece is waiting.
• •Ever wondered what goes on behind our studio doors? This is your chance. Join us for our Annual Open Studios event. Meet the makers, see their processes, and maybe even find a unique piece to take home. Explore the heart of Leicester's creative community.