Brand Tone

Sophisticated & Refined, Confident & Understated, Design-Centric & Knowledgeable, Minimalist & Clean

Brand Values

• •Design Excellence & Innovation
• •Quality Craftsmanship & Materials
• •Collaboration & Designer Recognition
• •Global Perspective with New Zealand Roots
• •Timelessness & Durability

Best Practices

• •Emphasize Understated Elegance: Avoid hyperbole and overly casual language. Focus on sophisticated vocabulary and a calm, assured tone. Let the quality and design of the products be the primary message.
• •Highlight Design & Craftsmanship: Consistently weave in details about the design process, the designer's vision, the materials used, and the craftsmanship involved. This reinforces the brand's core values.
• •Maintain Visual and Textual Minimalism: Keep copy concise, clear, and purposeful. Ensure that the language complements the clean, minimalist aesthetic of the brand's visuals. Avoid clutter in both design and text.
• •Speak to a Design-Literate Audience: Assume a certain level of appreciation and understanding for design. Use terminology that resonates with architects, interior designers, and discerning homeowners without being overly technical or alienating.
• •Develop and Adhere to a Brand Style Guide: Create a comprehensive guide that outlines the brand's voice, tone, approved terminology, preferred sentence structure, and a "do's and don'ts" list for communication. This ensures consistency across all writers and platforms.

Social Perception

A High-End, Luxury Brand, Innovative and Creative, Aspirational, For the Design-Conscious, Reputable within the Design Community

Copy Examples

• •Introducing the Aura Table Lamp. A study in luminous subtlety, Aura diffuses a warm, ambient glow, anchored by a precisely crafted [Material] base. Designed by [Designer Name], it is an ode to minimalist elegance.
• •From our studio in New Zealand to the world, Resident is a pursuit of design that endures. We partner with visionary designers, exploring the poetry of materials and form to create lighting and furniture that is both innovative and timeless.
• •The Offset Lounge Chair. Bold lines meet refined comfort. Discover [Designer Name]'s vision, crafted for modern living. #ResidentDesign #ModernFurniture #InteriorInspiration #NewZealandDesign
• •The Navigator Collection: Charting new territories in materiality and form. Each piece is a testament to refined craftsmanship, designed to integrate seamlessly into considered spaces. Explore lighting and furniture that speaks to a quiet, confident luxury.
• •Resident Presents: The [Product Name] – A New Expression of Light/Form.