Brand Tone

Empowering, Compassionate, and Hopeful

Brand Values

• •Empowerment
• •Dignity and Worth
• •Healing and Safety
• •Love and Grace
• •Creativity
• •Community

Best Practices

• •Lead with the Mission: Always connect the "what" (your products, your request) to the "why" (your mission). Every piece of copy, whether it's a product description or a social media post, should circle back to the core purpose of empowering women.
• •Use Storytelling: Share authentic stories of transformation and hope. Featuring the journeys of the women (with permission and preserving their dignity) is more powerful than simply stating facts. Use the blog to share these narratives.
• •Emphasize "With," Not "For": Frame the language to show partnership and collaboration. The organization works *with* women, and customers/donors are invited to join *with* the organization. This fosters a sense of community rather than a top-down charity model.
• •Maintain a Hopeful Tone: While acknowledging the difficult realities of exploitation, the brand's voice should always focus on the positive transformation, strength, and future possibilities. The tone is one of grace and hope, not pity or despair.
• •Create a Voice & Tone Guide: Document the brand's tone (Empowering, Compassionate, Hopeful) and values. Include key phrases to use ("Embracing Grace, Empowering Lives," "Designed to Shine") and words to avoid, ensuring everyone who writes for the brand is consistent.

Social Perception

Based on their online presence, We Are Amadea is perceived as a mission-driven, authentic, and impactful non-profit organization.

Copy Examples

• •More than just a beautiful design. This piece was handcrafted with hope and purpose by a graduate of our Amadea Designs program. Every purchase directly empowers a woman on her journey to independence and healing. Shine with her. #AmadeaDesigns #EmpowerWomen #ShopWithPurpose
• •Give Grace. Build a Future. Your donation provides safe housing and life-changing skills for a woman rebuilding her life. Become a partner in her transformation today.
• •Crafted with skill and resilience, this item tells a story of empowerment. Made from locally sourced materials, its creation supported a woman in the Amadea Designs program as she learned vital job skills in a safe, healing environment. Carry a piece of her journey and help her embrace a future designed to shine.
• •A Story of Hope: Meet the Woman Behind Your Favorite Design
• •At We Are Amadea, we don't just offer aid; we build futures. We are committed to empowering women who have been exploited through dignified employment, safe housing, and holistic support. By partnering with us, you join a community dedicated to creating lasting change, one woman at a time.