@doweljones
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Trending short videosFurniture brand's 11-year origin story.
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Video #3195 · Carousel
Furniture brand's 11-year origin story.from @doweljones
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Overview
This is a 14-slide carousel post celebrating the 11th anniversary of the furniture company Dowel Jones. It uses a combination of archival photos, professional product shots, and text overlays to tell the brand's origin story, highlighting key milestones, design philosophies, and their commitment to local manufacturing.
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Classification
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[05]
Hook analysis
What stops the scroll in the first 3 seconds
Title hook
This month we celebrate 11 years of Dowel Jones (Swipe on for a story)
Verbal hook
Please don’t comment TLDR
Visual hook
The first image is a candid, low-fi photo of the two founders in their early days, wearing work overalls. This authentic, 'before they were famous' visual creates immediate human interest and sets the stage for a compelling origin story.
Themes
Techniques
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Post caption
Please don’t comment TLDR
Text overlays
title · photo_0
This month we celebrate 11 years of Dowel Jones (Swipe on for a story)
informational · photo_1
We started out because we thought Australian made furniture wasn't very affordable. We first released the Hurdle Collection 10 years ago
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The industry was a different place in 2015, there wasn't saturated marketing and most companies who were importing into Australia were European or American brands
informational · photo_3
It allowed two recent gradautes to slowly grow a small furniture company into having a place for interior designers and the public to buy Australian made, contemporary furniture
informational · photo_4
It also allowed us to create more experimental works like this tattooed cabinet
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In 2018 we began working with other designers to design for us (as we love collaboration), releasing a collection in New York using VR to signicantly reduce our environmental footprint of exhibiting internationally
informational · photo_6
Over the years our works have gone into institutional collections like this bench for the NGV
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And in 2020 we founded a design competition so help spark creativity for anyone interested in thinking about designing
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I'm sure a lot of you found us from when we began making chairs using locally made tartan fabrics
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Or you might be here because of a book made of wood that we released
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Some of you have Dowel Jones tattoos (a total of 30 that we know of)
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In the last few years the industry has signficantly changed, with a huge influx of Australian companies who once made locally moving production overseas
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We thank each and every one of you who decides to choose Australian made, we're doubling down and investing further into manufacturing locally
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And hopefully we'll be around for another 11 years!