Brand Tone

Empowering, educational, authentic, relatable, community-oriented, friendly, modern, and clean.

Brand Values

• •Accessibility
• •Craftsmanship
• •Creativity and Self-Reliance
• •Community
• •Connection to Nature

Best Practices

• •Lead with Empowerment: Always frame the message around what the customer can achieve. Use active, encouraging language like "You can build," "Create your own," and "We'll guide you."
• •Tell the "Accessible Craftsmanship" Story: Consistently balance the concepts of using affordable, "common" materials with achieving high-end, quality results. Highlight the beauty in simplicity.
• •Use a Relatable, First-Person Voice: Write as if you're a knowledgeable friend or mentor from the woodworking community. Share tips, be transparent about the process, and maintain the authentic, self-taught founder persona.
• •Focus on the "Why" Not Just the "How": Beyond the step-by-step instructions, talk about the feeling of accomplishment, the pride in self-reliance, and the value of creating a home filled with personal touches.
• •Maintain a Clean, Minimalist Vocabulary: Let the copy mirror the brand's aesthetic. Be clear, direct, and avoid overly technical jargon. The goal is to make woodworking feel less intimidating and more inspiring.

Social Perception

Positively perceived as a niche but beloved resource for the DIY and woodworking community. Seen as an enabler for creating stylish, modern furniture practically, making a desirable aesthetic attainable.

Copy Examples

• •Modern Furniture Doesn’t Have to Be Complicated. Build Your Own This Weekend. We’ll Show You How.
• •Meet your next weekend project. Our step-by-step digital plan gives you everything you need to turn simple pine boards into a stunning, minimalist coffee table. No guesswork, just the pride of creating a beautiful piece for your home with your own two hands.
• •It started with a simple idea: everyone deserves to have furniture they love. I taught myself woodworking and discovered the beauty in accessible materials like common pine. Now, I’m sharing everything I’ve learned, one plan at a time, so you can experience the joy of building it yourself.
• •(Image: A stylish, finished side table in a cozy living room) From the lumber aisle to your living room. ✨ Our new Side Table plans and templates make it easy to create this modern classic. Ready to build something you’ll be proud of for years to come? Link in bio for the plans!
• •That 'I built this' feeling is just a click away.