A clear tone of voice helps everyone who communicates on behalf of Hedley Studios to express a consistent message, ensuring audiences have a cohesive experience.
Principles
No matter what you’re writing, you should always keep in mind our tone of voice principles. Some communications will fit more squarely into one principle than others, but ensuring that our words broadly fit within the scope of these guides will ensure consistency.
We are precise
Our customers are purposeful, discerning and time-poor.
We are meticulous
Our communications are clear, accurate and informative, building trust.
We offer a high-quality service and collectable art pieces, we can proudly describe their provenance with clarity.
We are authoritative
Our communications are purposeful and direct - we have no need for caveats, our art can speak for itself.
We are the single source of truth on our work and how we execute our creative vision.
We are INSPIRING
Our customers are impulsive. They’re attracted to our creativity and have an emotional connection to our works.
We are charismatic
We are quietly confident, speak with conviction, and include occasional hints of wit - we are able to ignite curiosity and draw our audience in, creating an inclusive and aspirational atmosphere.
What we do is fascinating to others, and we meet and welcome their desire for detail.
We are expressive
Our communications are emotive and sensorial - we are discussing art, and are able to express our emotions and the emotions our pieces stir in others.
We are creatives, with a love for beautiful objects that we share with everyone.
For example
See below for examples of how we talk to different parts of our personality.
Refer to the adjacent highlighted key words for an example of how we’ve applied our tone of voice to this copywriting.
Glossary
We’re not a car dealership or restomod garage. This means that we have a particular way of describing our product, the key words of our language are detailed below.
HEDLEY STUDIOS
Our workplace is referred to as our Studio.
The space where our ideas are made tangible through exacting design and fabrication processes. Studio is a proper noun, so should always be capitalised.
ICONS
Our hero product/s is/are Icons.
We only ever recreate the most iconic designs from a marque’s oeuvre - hence the name Icons. This is always capitalised and is inclusive of all Hedley Studios Collections and Series.
Signatures
Our truly one-of-one collaborative pieces with artists are part of our Signature Collection.
In a lock up where the artist is mentioned, the information should read [Artist] x Hedley Signature [make & model].
Pieces
Our kinetic artworks are pieces, works, artworks, or creations.
Our pieces are not toys. To avoid confusion, we use terminology that makes clear these are intricate and collectible works of art.
Specialists
Our team consists of specialists, designers, fabricators, producers, makers and engineers.
Creating each Icon is a highly complex process, requiring unmatched precision and skill. Representing a wealth of expertise, our specialists bring the pieces to life.
SERIES
Our Icons are released in Series, differentiated by model.
To ensure the highest quality craftsmanship and maintain exclusivity, we only ever create a strictly limited number of pieces in each Series. Each piece is numbered accordingly. Series is a proper noun so should always be capitalised.
Kinetic art/sculptures
Our medium is referred to as kinetic sculpture(s) or drivable art.
Our work is unique; it is artwork with the technical precision to function beautifully.
Collections
Each brand forms a Collection.
When we release more than one Series in partnership with a brand, we use Collection as an umbrella term. It is a proper noun so should always be capitalised. E.g. the Aston Martin Collection includes the Aston Martin DB5 Vantage Junior and the Aston Martin DB5 Junior ‘No Time To Die’ Edition.