Brand Tone

Sophisticated, Artistic, and Minimalist

Brand Values

• •Timelessness & Longevity
• •Craftsmanship & Material Honesty
• •Functional Sculpture
• •Subtle Detail
• •Artistic Integrity

Best Practices

• •Lead with the 'Why': Begin descriptions with the design philosophy or the core concept (e.g., 'A study in balance,' 'An exploration of material') before listing specifications. This reinforces the artistic value.
• •Use a Refined Vocabulary: Employ precise and evocative words. Instead of 'nice' or 'high-quality,' use terms like 'sculptural,' 'meticulous,' 'honest,' 'enduring,' and 'functional.'
• •Focus on Tangibles: Ground the artistic language by consistently mentioning the specific materials used (e.g., 'solid oak,' 'blackened steel,' 'hand-finished'). This connects the art to the craft.
• •Maintain a Minimalist Structure: Keep sentences clear and concise. Avoid exclamation points, excessive adjectives, or urgent calls-to-action. The confidence of the brand is conveyed through its restraint.
• •Tell the Story of the Object: Frame each piece as having its own identity and purpose. Whether in a caption or a product description, speak about the object as if it has a story and a place in the world, reinforcing its value as more than just a piece of furniture.

Social Perception

Michael McRae Design is perceived as a premium, art-focused design studio.

Copy Examples

• •Designing for Permanence. Furniture and objects that balance sculptural form with quiet function.
• •Introducing the SLOPE Chair. A study in precision and balance, crafted from solid oak and blackened steel. Designed to be lived with, every day. #MichaelMcRaeDesign #CanadianDesign #FurnitureDesign #Craftsmanship
• •The ARCH Table is an exploration of strength and simplicity. Formed from responsibly sourced white ash, its monolithic legs provide a stable, enduring foundation, while the hand-finished surface highlights the wood's natural grain. A functional sculpture for the modern interior.
• •Michael McRae Design is a multidisciplinary studio dedicated to creating timeless furniture and objects. From our workshop in Prince Edward County, we unite traditional woodworking with modern metal fabrication to produce pieces defined by their material honesty and subtle detail.
• •Inquiry from [Publication Name]: Featuring Michael McRae Design's sculptural and functional works.