Brand Tone

encouraging, supportive, aspirational, and friendly

Brand Values

• •Simplicity
• •Family & Community
• •Joy & Grace
• •Quality & Beauty
• •Empowerment
• •Authenticity

Best Practices

• •Embrace Encouragement and Support: Always write from a place of understanding and empathy for the busy woman. Use positive language and offer solutions, not just products. Avoid jargon or overly complex sentences.
• •Focus on "Grace, Not Perfection": Weave this mantra into the copy subtly or directly. Acknowledge that life isn't always perfect and that Simplified tools are there to help navigate the beautiful mess, not to impose rigid, unachievable standards.
• •Highlight Simplicity and Joy: Continuously bring the copy back to the core benefits: making life easier, creating space, and finding joy in the everyday. Use words like "simple," "easy," "joyful," "calm," "breathe."
• •Maintain a Bright and Cheerful Visual & Verbal Aesthetic: Even in text-only copy, evoke the brand's clean, colorful, and optimistic feel. Use vibrant yet uncluttered language. When visuals are paired, ensure they align with this aesthetic.
• •Speak Authentically from the Founder's Journey (where appropriate): Remind the audience of the "why" behind Simplified – born from a real need. This builds trust and reinforces the brand's relatable and heartfelt origins, even as it grows. Ensure this aligns with the broader brand messaging and avoids a perception of being out of touch.

Social Perception

Largely perceived positively by its target audience as a provider of beautiful and functional organizational tools that genuinely help them simplify their lives. Customers appreciate the aesthetic, the quality, and the supportive community. Emily Ley, as the founder, is seen by many as an inspiring figure. However, there's a segment of observers and some former customers who perceive a disconnect between the brand's original message of simplicity and the founder's current influencer lifestyle, which sometimes promotes high-end products. This has led to some feeling the brand is less relatable or "out of touch." Despite this, the core products continue to be well-regarded for their purpose.

Copy Examples

• •Instagram Post (Image: A brightly lit, organized desk with a Simplified planner open, a cup of tea, and a small vase of flowers): "Find your calm in the everyday. ✨ Our 2025-2026 Simplified Planners are here to help you clear the clutter, focus on what truly matters, and make space for joy. One beautiful, simple day at a time. #Simplified #GraceNotPerfection #PlanYourLife"
• •Facebook Ad (Carousel showing different planner features): "Tired of the overwhelm? Simplified is more than just a planner; it's your partner in creating a life you love. With simple layouts, space for what's important, and a touch of daily joy, take control of your schedule and embrace the beauty of a simplified life. Join our community of amazing women doing the same! Shop now. #SimplifyAndThrive #Organization #MomLife"
• •Email Subject Line: "Breathe Easy: Tips for a Simpler Week Ahead + A Peek at New Arrivals!" (Email Body Snippet): "Hey there, Superwoman! We know life gets busy. That's why we believe in the power of simple tools to bring a little more ease and a lot more joy to your days. This week, we're sharing three tiny habits that can make a big difference in feeling more organized and centered..."
• •Pinterest Pin Description (Image: A flat lay of a planner, colorful pens, and stickers): "Dreaming of a more organized life? It starts with a simple plan. Our tools are designed to be beautiful, practical, and a daily reminder that you've got this. Pin this for inspiration and discover how to make margin for the good stuff! #SimplifiedPlanner #OrganizationTips #IntentionalLiving #BeautifullyOrganized"
• •TikTok Video Concept (Short, upbeat video): (Visuals): Quick cuts showing a messy desk transforming into an organized one using a Simplified planner, then a person smiling and closing the planner. (Voiceover/Text Overlay): "Chaos to calm in 60 seconds? Okay, maybe not 60 seconds, but our Simplified Planner makes it feel that easy! 😉 Plan your day, chase your dreams, and remember: grace, not perfection. #Simplified #PlannerTikTok #GetOrganized #MomHacks #Simplify"