Brand Tone

Simple & Effortless, Warm & Sentimental, Quality-Conscious & Appreciative of Craftsmanship, Helpful & Non-Intrusive, Authentic & Relatable

Brand Values

• •Simplicity
• •Quality
• •Preserving Memories
• •Family Connection
• •Customer-Centricity (implied)
• •Authenticity

Best Practices

• •Prioritize Simplicity and Clarity: Use straightforward language. Avoid jargon or overly complex sentences. The message should be as easy to understand as the app is to use. (e.g., "Three quick steps. It's almost too easy.")
• •Emphasize Emotional Benefits: Focus on the feelings and experiences the product enables—joy, nostalgia, connection, the warmth of holding a memory. (e.g., "So grateful for your app. We love recently and it adds value to our lives.")
• •Highlight Quality without Being Ostentatious: Speak confidently about the premium materials and craftsmanship, but in a way that feels accessible and value-driven, not exclusive or overly technical. (e.g., "Unparalleled Quality," "archival, collection-worthy photo book.")
• •Maintain a Helpful and Supportive Voice: Frame communications as being for the user's benefit, offering solutions and making their life easier, without being pushy. (e.g., "No spam, no marketing, and no pushing new products.")
• •Stay Authentic and Relatable: Draw from the brand’s origin story (family-owned, created by parents) to connect with the target audience on a personal level. Share customer stories and testimonials that resonate with this authenticity. (e.g., "Recently is a small, family owned, business. We built the service when we were new parents, for our family.")

Social Perception

Highly Positive Product Experience, Appreciation for Simplicity, Value for Money, Areas for App Improvement, Trusted for Memories

Copy Examples

• •Headline: Stop Scrolling, Start Holding. Your best iPhone memories, beautifully printed every month. Effortlessly. Body: Life moves fast. Recently makes it easy to pause and cherish the moments that matter. Our app magically transforms your camera roll into a stunning, archival-quality photo magazine, delivered to your door. No fuss, no hours of design—just your memories, beautifully preserved. Photo books, simplified.
• •Headline: Remember That One Time? Now You Always Will. Body: From baby's first steps to that unforgettable vacation, your phone holds a treasure trove of memories. Recently helps you bring them to life in a gorgeous monthly magazine you can share and relive. High-quality printing, zero effort. Because some memories are too good to stay on a screen.
• •Headline: The Easiest Way to Fill Your Home (and Heart) with Memories. Body: Imagine a shelf filled with beautiful magazines, each one a chapter of your life. Recently makes it a reality. We handle the design and printing, using only the best archival materials, so you can simply enjoy the magic of your photos, month after month. Quality you can feel, memories you can hold.
• •Headline: Less Time Designing, More Time Remembering. Body: You take the photos, we do the rest. Recently’s smart app curates and designs your monthly photo book, so you don’t have to. Get ready to rediscover the joy of your camera roll, transformed into a keepsake that lasts a lifetime. Your family's stories, beautifully told.
• •Headline: Finally, Your iPhone Photos Off Your Phone and Into Your Life. Body: Don't let those precious moments get lost in the digital shuffle. With Recently, it takes just a few taps to turn your favorite iPhone photos into a beautifully crafted monthly magazine. It's the simple, delightful way to save and share what truly matters. Delivered monthly, cherished forever.