Brand Tone

Personal and Relatable, Artistic and Confident, Witty and Modern, Coastal and Curated.

Brand Values

• •Creativity & Self-Expression
• •Female Entrepreneurship & Heritage
• •Community
• •Strong Social Stance (anti-racist, pro-choice, pro-science, LGBTQ+ supportive)
• •Quality & Artistry

Best Practices

• •Lead with the 'Why': Always circle back to the core story—a brand born from a personal, creative need. Frame product launches and announcements within Elizabeth's artistic journey.
• •Use a 'Personal but Polished' Voice': Write as Elizabeth would speak—using relatable anecdotes and humor—but maintain a professional and artistic tone. Avoid overly corporate language.
• •Embrace Sensory and Emotive Language: Use descriptive words that evoke color ("vibrant," "graphic"), feeling ("witty," "cheeky"), and place ("seaside," "coastal"). Connect the products to the emotions and lifestyle they represent.
• •Be Explicit About Values: Don't shy away from the brand's stated social values. Integrating these into storytelling (e.g., highlighting community, female entrepreneurship) reinforces brand identity and builds loyalty with a like-minded audience.
• •Maintain Platform-Specific Nuances: While the core tone remains the same, tailor the delivery. Use witty, short-form copy and hashtags on Instagram, slightly more detailed storytelling on Facebook and the blog, and a blend of personal updates and exclusive offers in email newsletters.

Social Perception

The brand is perceived as a high-quality, artist-led business specializing in modern, colorful, and graphic needlepoint designs, occupying a premium market segment. It has a strong reputation within the craft community, evidenced by its widespread availability in specialty shops. The founder's personal story fosters a deep connection with customers, and the brand is viewed as a positive and contributing member of its local community.

Copy Examples

• •Introducing 'Sounds Like An Issue.' Because sometimes, the most therapeutic thing you can do is stitch your true feelings. This colorful, hand-painted canvas was designed for those days when you'd rather be stitching than adulting. Now available online and in our seaside studio. #ThisTookForever #ElizabethCraneSwartz
• •A little color (and a little discount) for your inbox.
• •Inspired by the ever-changing light over the water at our seaside studio, this original oil painting brings a graphic, colorful punch to any space. Each brushstroke is a piece of my story, a memory of a coastal afternoon translated into vibrant form. A statement piece for the modern art lover.
• •Studio view today: a sea of color, endless spools of thread, and an icy Diet Coke to fuel the design process. It’s a beautiful chaos. So excited to show you what these new canvases become! What are you all working on this week? #SeagrassStudio #Needlepoint
• •Graphic, Unconventional, Colorful. Needlepoint and fine art for the modern maker. Welcome to my studio.