Brand Tone

Community-Focused, Educational, and Welcoming

Brand Values

• •Community
• •Education
• •Inclusivity
• •Creativity
• •Service

Best Practices

• •Always Use Welcoming Language: Start and end with inclusive and encouraging words. Phrases like "All are welcome," "Join our friendly group," and "No experience necessary" reinforce the open-door policy.
• •Highlight the "Why" Not Just the "What": Instead of just announcing an event, explain the benefit to the member. It's not just a "meeting," it's a chance to "connect with friends and learn a new quilting technique."
• •Emphasize Community and Connection: Consistently use words like "community," "friends," "together," "share," and "connect." This reinforces the primary value proposition of the guild.
• •Balance Education with Inspiration: Pair practical, educational information (e.g., workshop details) with inspirational content (e.g., photos of finished projects, member testimonials) to appeal to both the head and the heart.
• •Maintain a Positive and Passionate Tone: The copy should always reflect a genuine love for sewing. Let the excitement and joy of creating shine through in every post, email, and web update.

Social Perception

The public perception is very positive, seen as a vital resource for preserving and promoting the art of sewing. Members view it as a way to connect with like-minded individuals, combat the solitary nature of the hobby, and continuously learn new skills. The organization is respected for being well-organized, offering tangible benefits, and being driven by a dedicated volunteer base.

Copy Examples

• •Unlock your creativity! Join our 'Happy Feet Quilted Sneakers' workshop and turn a simple pair of sneakers into a wearable work of art. Perfect for all skill levels. Let's get together and make something amazing. Sign up on our website! #SewRichmond #ASG #DIYFashion
• •Find your community at the Richmond ASG. Whether you're just starting your first project or have been sewing for decades, you have a place with us. Become a member today to share your passion, learn new techniques, and connect with fellow sewing enthusiasts right here in Central Virginia. Welcome to the guild!
• •Stitch by stitch, we can make a difference. Our next community service event focuses on creating duffle bags for children in need. Bring your skills and your heart, and let's put our talents to work for a great cause. Learn more about our 'Sewing Acts of Kindness' on our website. #CommunitySewing #RichmondVA
• •We are more than just a guild; we are a vibrant community dedicated to advancing sewing as an art and a life skill. From Richmond to Charlottesville, we offer a friendly, supportive space where you can learn, create, and share. With neighborhood groups, educational events, and annual retreats, there's always a new friend to meet and a new skill to explore.
• •In awe of this beautiful garment made by our member, Jane! 😍 Every thread tells a story of passion and skill. At Richmond ASG, we celebrate the incredible creations of our community. What have you been working on? Share it with us! #MemberSpotlight #HandmadeWithLove #SewingGuild