Brand Tone

Creative & Inspiring, Personal & Passionate, Mindful & Meditative, Storytelling & Evocative, Conscious & Ethical, Modern & Fresh

Brand Values

• •Creativity & Self-Expression
• •Heritage & Tradition (Reimagined)
• •Mindfulness & Well-being
• •Storytelling & Connection
• •Quality & Craftsmanship
• •Sustainability & Giving Back
• •Community & Collaboration

Best Practices

• •Embrace Storytelling: Weave narratives into your copy, drawing from the founder's inspirations (travel, nature, art history) and the idea of needlepoint as creating tangible maps of life.
• •Highlight the 'Why': Consistently communicate the deeper values beyond the product – creativity, mindfulness, heritage, and sustainability. Explain how each design or the act of stitching connects to these values.
• •Use Evocative and Sensory Language: Describe designs and the stitching experience with words that evoke feelings of calm, joy, inspiration, and connection to nature or art (e.g., meditative reverie, folkloric renderings, ecological colourscapes).
• •Maintain a Personal and Passionate Voice: Let the founder's enthusiasm and personal connection to the craft shine through. Use I and we to create a direct and authentic connection with the audience.
• •Be Mindful and Encouraging: Frame needlepoint as an accessible, enjoyable, and empowering activity. Emphasize the journey of creation and the joy of making something with one's own hands, regardless of skill level.

Social Perception

A vibrant and modern needlepoint brand, Founder-driven and authentic, Ethically conscious, A source of high-quality, inspiring kits and canvases, Part of a resurgent interest in traditional crafts, Community-oriented

Copy Examples

• •Instagram Post (New Design Launch): Unleash your inner artist 🎨✨ Our latest canvas, 'Wildflower Reverie,' is a vibrant journey into nature's heart. Hand-painted with love, designed to be your meditative escape. Stitch by stitch, create a story that's uniquely yours. #ThornAlexander #NeedlepointLove #CreativeMeditation #SlowStitching #HeirloomCrafts
• •Website Homepage Banner: Thörn Alexander: Weaving Stories, Stitch by Stitch. Discover contemporary needlepoint canvases that inspire creativity and mindful moments. Create your own lasting heirloom.
• •Email Newsletter Snippet (Highlighting Values): More than just a craft, needlepoint with Thörn Alexander is an act of slow style and conscious creation. Each canvas purchased helps us give back to the planet. Find your calm, tell your story, and make a difference. [Link to new collection/blog post]
• •Product Description (for a specific kit): Dive into the 'Ocean's Whisper' needlepoint kit. Inspired by the founder's travels along the coast, this design captures the serene beauty of the sea. Perfect for finding your flow and crafting a piece filled with meaning and magic. Kit includes [details]. Your mindful journey starts here.
• •Pinterest Pin Description: Pin your next creative escape! 🦋 Thörn Alexander offers modern needlepoint patterns that are as joyful to stitch as they are beautiful to display. Join our community of makers and turn quiet moments into colorful art. #NeedlepointDesigns #DIYHomeDecor #MindfulCrafting #ThornAlexanderStyle