Brand Tone

Professional, Expert, and Collaborative

Brand Values

• •Craftsmanship & Quality
• •Innovation
• •Customization & Collaboration
• •Heritage & Experience
• •Luxury & Elegance

Best Practices

• •Always position the brand as a knowledgeable and experienced leader. Use confident and professional language. Phrases like "With a wealth of experience..." or "As leaders in bespoke lighting..." reinforce this authority.
• •While using words like "luxurious," "bespoke," and "elegant" to describe the products, also incorporate language that speaks to the collaborative and custom nature of the service. Use words like "partner," "collaborate," "your vision," and "custom-fit."
• •Consistently mention that the products are manufactured in their Perth workshop. This is a key differentiator that speaks to quality, craftsmanship, and local industry support.
• •Instead of just showing the final product, create copy that tells a brief story behind it. Mention the client (e.g., "a 5-star hotel," "a family's forever home"), the design challenge, and how St John Lamps provided a unique solution.
• •Tailor the copy to the platform and the intended audience. Use industry-specific language and tag partners when addressing architects and designers on LinkedIn or Instagram, while using more inspirational and vision-oriented language for homeowners on Facebook and Pinterest.

Social Perception

St John Lamps is perceived as a high-end, reliable, and expert provider of custom lighting solutions. Customers and industry partners see them as artisans who can deliver unique, high-quality products. The frequent positive mentions of the owner, Robert St. John Kennedy, indicate that the brand is also seen as personal and trustworthy. They are viewed not just as a retailer, but as a design partner for both residential and large-scale commercial projects. Their established history and impressive portfolio contribute to a perception of being a leader and a trusted authority in their field.

Copy Examples

• •For Instagram (targeting interior designers): Image: A stunning shot of a custom multi-ring pendant in a modern corporate lobby. Copy: From concept to creation, we collaborate with you to illuminate your vision. This bespoke three-ring pendant was crafted in our Perth workshop to bring a client's unique design to life. What can we create for you? #StJohnLamps #CustomLighting #InteriorDesignPerth #ArchitecturalLighting
• •For a Website Banner (targeting commercial clients): Headline: The Art of Illumination. The Science of Design. Sub-headline: For over 40 years, St John Lamps has been the trusted partner for Australia's leading architects and designers, crafting bespoke lighting for iconic commercial spaces. Discover our process.
• •For a Facebook Ad (targeting homeowners undertaking renovations): Image: A carousel of images showing a custom lampshade being made and the final product in a beautiful living room. Copy: Your space is unique. Your lighting should be too. Don't settle for off-the-shelf. Bring us your ideas, your fabrics, your vision, and we’ll handcraft a lighting piece that’s truly yours. Visit our Osborne Park workshop to start the conversation. #CustomLampshades #PerthInteriors #HandmadeInWA
• •For a LinkedIn Post (highlighting company values): Headline: Innovation in Every Fixture. Copy: At St John Lamps, innovation is at our core. By integrating the latest in lighting technology with time-honored craftsmanship, we deliver solutions that are both beautiful and intelligent. Our work with the Parmelia Hilton is a testament to our commitment to quality and forward-thinking design. #LightingDesign #Innovation #CommercialProjects #AustralianMade
• •For a Pinterest Pin Description: Image: A close-up detail shot of a unique lampshade fabric or a complex wire frame. Copy: It's all in the details. Every curve and every thread is considered in our custom-made lampshades. Handcrafted in our Perth studio to bring lasting elegance to your home. Pin this for your next design project! #LightingInspiration #HandcraftedDecor #LampshadeDesign