Brand Tone

Empowering and Encouraging, Friendly and Approachable, Practical and Action-Oriented

Brand Values

• •Creativity and Self-Expression
• •Education and Skill-Building
• •Community
• •Accessibility

Best Practices

• •Lead with Empowerment: Always frame your copy around what the customer can achieve. Instead of just listing product features, describe the creative possibilities they unlock. Focus on verbs like "create," "learn," "master," "design," and "grow."
• •Use the "Sparkle" ✨: The sparkle emoji has become a consistent part of the brand's friendly and encouraging voice. Use it and other positive emojis strategically in social media and informal communications to maintain a welcoming tone.
• •Be Clear and Direct with CTAs: Use strong, simple calls to action. "Inscríbete Ahora" (Enroll Now), "Compra Ahora" (Shop Now), and "Ver Talleres" (See Workshops) are effective. This practical, no-nonsense approach complements the hands-on nature of the brand.
• •Embrace Bilingualism Authentically: Continue offering both Spanish and English content. Use Spanish as the primary language to connect with the local community in Puerto Rico, while providing an English option on the website to cater to the broader US market you ship to.
• •Show, Don't Just Tell: Center your content around the results. Share high-quality photos and videos of student projects and finished products. User-generated content is powerful—encourage students to share their work and tag the brand to build community and provide social proof.

Social Perception

A vital local hub for the crafting community in Puerto Rico, perceived as a One-Stop-Shop, Supportive and Knowledgeable, and High-Quality and Trustworthy.

Copy Examples

• •✨ ¿Tienes una Cricut nueva y no sabes por dónde empezar? ¡No te preocupes! En nuestro taller presencial para principiantes, te llevamos de la mano desde cero. Desempaca tu máquina y prepárate para crear. ¡Inscríbete hoy y desata tu creatividad! Espacios limitados. #CricutParaPrincipiantes #HechoEnPR #SophiaDesignsPR
• •Fill your cart with color! This week only, get 20% off all HTV and adhesive vinyl. It's the perfect time to stock up on your favorite materials for all those projects you've been dreaming of. Don't wait! SHOP NOW.
• •From our craft store in Carolina to your front door. 📦 Get all the supplies you need for your creative business, shipped right to you in PR & US. We have everything for sublimation, Cricut, Cameo, and more. Explore the shop!
• •Ready for the next level? You’ve mastered the basics, now it’s time to perfect your sublimation technique. Join our advanced workshop and learn the professional secrets to flawless, vibrant results on any surface. Your talent is calling. Answer it. See dates.
• •More than a store, we are a community. Every workshop, every project, every shared idea... that's the magic of Sophia's Design Academy. ✨ Thank you for creating with us! What will you make next? #CraftCommunity #PuertoRicoCrea