Brand Tone

Compassionate & Empathetic, Hopeful & Inspiring, Empowering, Authentic & Story-driven, Community-focused, Appreciative (of Craftsmanship)

Brand Values

• •Dignity & Respect
• •Empowerment
• •Community
• •Opportunity & Job Creation
• •Craftsmanship & Quality
• •Social Responsibility & Impact
• •Equity & Inclusivity
• •Healing & Support

Best Practices

• •Prioritize Storytelling: Always look for opportunities to weave in the human element and the impact of the purchase. Share artisan journeys and program successes authentically.
• •Emphasize Empowerment, Not Pity: Frame the narrative around strength, skill development, and new opportunities rather than solely focusing on hardship. The tone should be uplifting and hopeful.
• •Highlight Community and Connection: Stress the supportive environment Would Works provides and how purchasing contributes to this community.
• •Speak with Compassion and Respect: Ensure all language used is dignified and reflects the organization's caring approach towards its artisans and their experiences.
• •Showcase Quality and Craftsmanship Alongside Mission: While the social mission is paramount, also convey the quality, beauty, and skill invested in each handcrafted product. This honors the artisans' work and appeals to customers seeking well-made items.

Social Perception

Would Works is overwhelmingly perceived as a highly impactful and positive social enterprise or nonprofit. They are seen as an organization that genuinely helps individuals experiencing homelessness and poverty by providing not just jobs, but also skills, confidence, and a supportive community. The focus on handcrafted, quality products made by the artisans adds a layer of appreciation for the tangible outcomes of their program. Partnerships with figures like Nick Offerman and grants from respected institutions like the NEA enhance their credibility and visibility. The narrative of transformation – from homelessness to skilled artisan – is a powerful and recurring theme in how they are viewed. They are recognized for their compassionate, equity-driven, and trauma-informed approach.

Copy Examples

• •Headline: More Than Wood. It's a New Beginning. Body: Each piece from Would Works isn't just handcrafted; it's a story of resilience, a testament to new skills learned, and a step towards a brighter future. Support LA's artisans today. #WouldWorks #CraftingChange #Empowerment
• •Headline: From Our Workshop to Your Home: Hope, Handcrafted. Body: Discover unique, artisan-made homewares that carry the warmth of human spirit and the pride of craftsmanship. Every purchase directly empowers individuals rebuilding their lives. #SocialEnterprise #MadeInLA #DignityInWork
• •Headline: The Art of a Second Chance. Body: At Would Works, we believe in the power of hands-on skill and a supportive community to transform lives. See how woodworking is building more than just furniture – it's building futures. [Link to Artisan Story] #CommunityImpact #HopeThroughHardwork
• •Headline: Give a Gift That Gives Back, Beautifully. Body: Looking for a meaningful gift? Our handcrafted wooden pieces are made with passion and purpose by artisans in our program. Each sale helps provide job training, stability, and a healing community. #WouldWorksStory #PurposeDriven
• •Headline: Building Skills, Building Confidence, Building Community. Body: Would Works provides a trauma-informed space where individuals facing homelessness gain not only woodworking expertise but also the self-assurance to thrive. Join us in supporting their journey. #LACommunity #EmpowerThroughCraft