Brand Tone

Creative, Humorous, Niche, Encouraging, Subversive, and Caring

Brand Values

• •Creativity and DIY Ethos
• •Family-Oriented
• •Empowerment and Humor
• •Small Business Integrity

Best Practices

• •Segment Your Audience: Recognize that a customer buying a "Funny and Subversive" pattern has different motivations than one buying a baby pattern. Tailor marketing copy on different platforms (e.g., Pinterest for baby patterns, Instagram for subversive humor) to speak directly to each segment.
• •Embrace the Founder's Story: The brand's origin is authentic and relatable. Use this narrative in marketing materials to build a connection with customers. Highlight that patterns are designed by a real person, not a faceless company.
• •Develop a "Voice" Guide: Clearly define the different tones. For example: "Our 'Subversive' voice is witty, sharp, and confident. Our 'Baby' voice is warm, gentle, and sweet. Our core brand voice is creative, encouraging, and independent."
• •Use Visuals to Reinforce Tone: The photography and mockups of the finished cross-stitch pieces should match the tone. Subversive patterns can be staged in modern, edgy settings, while baby patterns can be shown in soft, cozy environments.
• •Engage with the Crafting Community: Actively participate in crafting communities on social media. Use hashtags like #DIY, #CrossStitch, #CraftLife, and more specific ones like #SubversiveCrossStitch to connect with the target audience and reinforce the brand's identity as a fellow crafter.

Social Perception

A small, niche business run by a creative individual, offering guidance through creativity and personal expression, with low public visibility.

Copy Examples

• •Stitch your mood. Our 'Snark Shark' cross-stitch pattern is perfect for those days when you're feeling a little... bitey. Grab this digital pattern today and let your needle do the talking. #SubversiveCrossStitch #SnarkyCrafts #TheCompassNeedle
• •Tired of the same old 'Home Sweet Home' patterns? So are we. This pattern, 'I'm So Happy I Could Puke,' is for anyone with a love for crafting and a healthy dose of sarcasm. Perfect for a delightfully unexpected gift or as a statement piece in your own home. This is a digital download, so you can start stitching your dissent immediately.
• •Your Next Weekend Project is Here (and it's sassy).
• •Create a keepsake that's as unique as they are. Our collection of baby cross-stitch patterns offers charming and funny designs to welcome the little one in your life. From cute animals to clever bibs, find the perfect pattern to stitch with love. Digital downloads available instantly.
• •The Compass Needle isn't about finding North on a map—it's about finding your own direction through creativity. What started as a way to share hand-designed patterns has grown into a community of crafters who aren't afraid to be bold, funny, and true to themselves. Every stitch is a part of your story. Let's create it together.