Brand Tone

Elegant & Sophisticated, Inspirational & Aspirational, Customer-centric & Helpful, Passionate & Design-driven, Approachable Professionalism

Brand Values

• •Quality Design & Curation
• •Customer Satisfaction & Service
• •Accessibility & Global Reach
• •Sustainability
• •Passion for Lighting & Ambiance
• •Partnership & Collaboration

Best Practices

• •Develop a Brand Voice Guide: Clearly document the desired tone (Elegant, Inspirational, Customer-centric, Passionate, Approachable Professionalism), key messaging points, "do's and don'ts" for language, and examples. Share this with everyone creating content.
• •Focus on "Transformative Experiences" not just Products: Instead of only listing features, describe how the lighting will make the customer *feel* and how it will enhance their space and lifestyle. Use evocative and sensory language.
• •Maintain Sophistication with Clarity: While using elegant language, ensure the copy is still easy to understand, accessible, and avoids overly technical jargon unless writing for a specialized B2B audience. Product details should be clear and precise.
• •Emphasize Curation and Quality: Consistently highlight the careful selection process, the quality of materials, craftsmanship, and the exclusivity of the designs. This reinforces the premium value.
• •Personalize and Humanize (Where Appropriate): In customer service interactions, blog posts, and some social media content, allow the passion for design and the commitment to helping customers shine through. Address customers with respect and empathy.

Social Perception

Positive, Reliable (with some caveats), Internationally Accessible, Premium/Aspirational, Responsive

Copy Examples

• •Headline (Website/Social Media): "Illuminate Your Vision. Discover Curated Lighting for Spaces That Speak Volumes."
• •Product Description Snippet: "Crafted with passion, the [Product Name] pendant is more than a light source; it's a statement piece. Its sculptural form and warm glow transform any room into an inviting sanctuary of style."
• •Email Subject Line (Promotion): "Bring European Design Home: Exclusive Savings on Our Most Coveted Lighting Collections."
• •About Us Snippet: "At Luminesy, we believe light is the soul of a space. That's why we meticulously curate unique, design-led lighting from Europe's finest artisans and brands, helping you craft an atmosphere that's uniquely yours."
• •Social Media Post (Lifestyle): "Weekend reflections. ✨ How are you styling your Luminesy pieces to create the perfect ambiance? Share your inspired spaces with #LuminesyLiving."