Brand Tone

Philanthropic, Community-Oriented, Upscale, Quality-Focused, Appreciative, Trustworthy, Established, Inviting, Engaging, Classic, and Tasteful

Brand Values

• •Community Support & Philanthropy
• •Quality & Value
• •Integrity & Trust
• •Volunteerism & Dedication
• •Sustainability & Repurposing
• •Love of Design & Style

Best Practices

• •Always Lead with the Mission: Remind the audience that purchases and consignments support Wellness House. This is a core differentiator and motivator.
• •Emphasize Quality and Uniqueness: Use descriptive language that highlights the craftsmanship, style, and one-of-a-kind nature of the items. Avoid 'used' and favor 'pre-owned,' 'vintage,' 'estate,' or 'fine resale.'
• •Maintain a Warm, Appreciative Voice: Express gratitude to donors, consignors, shoppers, and volunteers. Foster a sense of community and shared purpose.
• •Showcase, Don't Just Tell: Use high-quality photography and staging for social media and the website to visually communicate the 'upscale' nature of the items.
• •Keep it Fresh and Exciting: Lean into the 'treasure hunt' aspect. Highlight new arrivals and the weekly store redesign to encourage repeat visits and engagement.

Social Perception

Respected Community Institution, Source of Unique Finds, Trusted Place for Consignment/Donation, A 'Feel-Good' Shopping Experience, Loyal Following

Copy Examples

• •Just in! This stunning vintage armchair is ready to bring timeless elegance to your home. Every discovery at The Courtyard not only adds beauty to your space but also supports the incredible mission of @WellnessHouse. Shop with heart, decorate with style. ✨ #TheCourtyardHinsdale #UpscaleResale #HinsdaleLiving #CharityShop #UniqueFinds #HomeDecor
• •Meet the heart of The Courtyard: our incredible volunteers! ❤️ Their dedication helps us turn beautiful donated furnishings into vital support for @WellnessHouse. Inspired to make a difference? We're always looking for passionate individuals to join our team. Learn more on our website! #VolunteerLove #HinsdaleCommunity #SupportWellnessHouse #GivingBack
• •Decorate Your Home, Support Our Community. Discover unique treasures at The Courtyard – where every purchase helps fund Wellness House.
• •Fresh Finds & New Treasures Arrived This Week at The Courtyard!
• •The Courtyard of Hinsdale: Your destination for exquisite, pre-owned home furnishings and décor. Find unique pieces with a story, all while supporting families affected by cancer through Wellness House. New arrivals weekly. 63 Village Place, Hinsdale. ShopTheCourtyard.com