Brand Tone

professional, innovative, efficient, and solution-oriented

Brand Values

• •Efficiency and Time-Saving
• •Innovation
• •Quality and Protection
• •Sustainability and Safety
• •Exclusivity and Professional Partnership

Best Practices

• •Always Speak the Designer's Language: Use industry-specific terms like "install," "trade pricing," "margins," and "client satisfaction." Focus on benefits that matter to a professional (time, money, reputation) rather than a general consumer.
• •Lead with the "Time-Saving" Benefit: The "scissorless install" is the brand's most powerful and unique selling proposition. This benefit should be at the forefront of most marketing messages, as it's a direct solution to a known professional pain point.
• •Reinforce Quality and Sustainability in Every Message: Consistently mention the premium, eco-friendly materials and key certifications (OEKO-TEX, CRI Green Plus). This justifies the premium positioning and appeals to designers whose clients value sustainability and safety.
• •Maintain an Exclusive, Professional Tone: Avoid overly casual language or broad consumer-focused calls-to-action. Emphasize the "exclusive to the trade" nature of the product to build a sense of community and partnership with design professionals.
• •Be Solution-Oriented: Frame the copy around solving problems. Instead of just listing features ("perforated edges"), state the solution ("for a perfect fit in just a few minutes - no scissors required!"). This makes the benefit immediate and clear.

Social Perception

Within its target niche of interior design professionals, Under It All is perceived as a "game changer." Testimonials from designers praise the product for eliminating the need for scissors on-site and for the efficiency of receiving pads pre-tagged for specific clients and rooms. The brand is seen as a premium, reliable partner that understands and solves the specific logistical challenges designers face with rug installations. The focus on quality, sustainability, and solving a long-standing industry hassle contributes to a highly positive perception among its professional clientele.

Copy Examples

• •Your scissors just became obsolete. Introducing the Under It All perforated rug pad. Custom-cut and ready for a flawless, scissorless install in minutes. Save time, impress clients.
• •Stop cutting rug pads. Start designing. We reinvented the rug pad so you can reclaim your time. Join our trade program for exclusive pricing on the industry’s most innovative, eco-friendly solution.
• •Subject: The last rug pad you'll ever need to cut. At Under It All, we've solved one of the most tedious parts of installation. Our custom-cut, perforated rug pads save you up to 20 minutes per rug. They're also OEKO-TEX certified and made from 100% post-recycled fibers, ensuring the quality your clients expect. See how it works.
• •Interior designers, what's your biggest installation day headache? For many, it's wrestling with and trimming a bulky rug pad. We've fixed that. Our trade-exclusive, scissorless-install pads protect floors, feel luxurious, and give you back valuable time. #InteriorDesign #DesignPro #RugPad #Innovation
• •Crafted for the trade, our Luxe Lite pad offers a low-profile solution without compromising on grip or protection. Made in the USA from 100% post-recycled felt, it’s the lowest emission rug pad available and is certified free of harmful substances by OEKO-TEX. The patented perforated design allows for quick, tool-free size adjustments on-site.