Bold
We say it straight and keep it short. Verbs over adjectives.
'Add a seat. Lose a seat. Keep the sofa.'
But not: 'An innovative, flexible seating solution.'
Chapter 3 of 7
Campaign line
Made to move.
Three words that work in a headline, a hashtag and a sales conversation. It's about the furniture — it moves — and about the people who buy it: their lives move.
How to use the line
Always write it with a full stop. In the lockup, the full stop is the Signal module.
Never change, shorten or add words. No 'Made to move you', no 'Made 2 move'.
English materials use Made to move. — Dutch and Flemish materials use Gemaakt om te bewegen. It's an adaptation, not a translation, and never both in one layout.
In running text, the line appears once at most, preferably at the end.
Hashtags: #MadeToMove and #GemaaktOmTeBewegen.
Personality & tone
Bold, playful, smart
Forma talks like a friend with good taste who's helped you move twice. Short sentences, real situations, one smile per piece — never a joke at the customer's expense.
Where we stand
What this means: Short, confident statements and big type. We never whisper the line.
What this means: A smile in every piece — about the situation, never about the customer.
What this means: We know the numbers, but explain them like a friend would.
What this means: Familiar furniture, unexpected ideas: the module that moves.
What this means: Design for renters and first homes, not just for collectors.
Our traits
Playful
We find the small, recognisable moment in a big life change.
'Fits up the stairs your landlord swore were wide enough.'
But not: 'LOL, moving is the worst!!'
Smart
Every claim earns its place with a number or a fact.
'Through a 70 cm door, in five boxes.'
But not: 'Incredibly easy to move.'
Copy examples
Ready to use
Approved copy you can use as is. Write new copy in the same rhythm: one situation, one proof, the line.
Headlines
— New home. Same sofa. — One more seat. Same sofa. — Fits through the door. Every door. — Shelving that moves out when you do. — Your life changed shape. So can your sofa.
Social captions
— Moving in together? Two sofas, one living room, zero arguments. Click them into one. #MadeToMove — Four flights of stairs, five boxes, one sofa. Ask us how. — Started with one seat in 2022. Now it's a corner sofa. Same modules.
Calls to action
Primary: Discover the collection Configurator: Build your own Showroom: Come sit, swap, rebuild Offer (17–30 Nov): Add a module, save 15% Always a verb first. No 'Click here', no 'Learn more'.
Wording
Do's and don'ts
Do
- Say 'module', 'click on', 'click off' and 'grows with you'. They describe what the product actually does.
- Talk to one person, in the second person: 'your home', 'your next room'.
- Back every claim with a number: 2 minutes, 70 cm, 10 years.
Don't
- Don't call it 'flat-pack' or 'self-assembly'. Nothing needs building.
- Don't pun on the line: no 'Made to groove', 'Move it, move it' or 'On the move'.
- Don't use 'cheap', 'bargain' or countdown pressure. Not even during the offer.
Questions about this guide?
Contact LotteLast updated 24 Sept 2026
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