Brand Tone

sophisticated, curated, and celebratory (of cinema). It's also exclusive. The language used is often informative and appreciative of film history and artistry. While generally professional, there's an underlying enthusiasm and passion for cinema designed to connect with film lovers of all ages. Social media, particularly TikTok, shows a more engaging and accessible side, aiming to be relatable to a broader audience.

Brand Values

• •Celebration of Cinema
• •Exclusivity and Uniqueness
• •Support for the Arts
• •Inclusivity and Diversity
• •Education and Inspiration
• •Quality and Curation

Best Practices

• •Develop a Brand Voice Guide: Document the store's tone (sophisticated, celebratory, exclusive, passionate, informative), key messaging points, and "words to use/avoid." This ensures everyone writing copy is aligned.
• •Understand Your Audience: Tailor the language to resonate with film lovers, collectors, and museum visitors who appreciate artistry and exclusivity, while remaining accessible.
• •Highlight Exclusivity and Curation: Consistently emphasize the unique nature of the products, the collaborations with artists and Academy members, and the careful selection process.
• •Connect to the Museum's Mission: Regularly reiterate how purchases support the Academy Museum's broader goals of celebrating and preserving film history, and its educational initiatives.
• •Maintain Visual and Textual Harmony: Ensure that the tone of the copy aligns with the visual presentation on the website and social media – which is often elegant, artistic, and focused on the cinematic quality of the items.

Social Perception

generally perceived positively as a high-quality retail experience for film enthusiasts and visitors to the Academy Museum. It's seen as a place to find unique and exclusive items related to cinema and the Oscars. Customers appreciate the connection to film history and the support their purchases provide to the museum. On social media, particularly TikTok, the museum (and by extension, the store as part of the experience) is viewed as an exciting destination for movie lovers. There's an expectation of quality and exclusivity

Copy Examples

• •Headline: Own a Piece of Cinema History. Body: Explore exclusive collectibles and bespoke designs at the Academy Museum Store, where every item tells a story. Your purchase supports the future of film. Call to Action: Discover More.
• •Headline: The Art of Film, Curated for You. Body: From Oscar® night exclusives to artisan collaborations inspired by cinematic masterpieces, find unique treasures that celebrate the magic of moviemaking. Call to Action: Shop the Collection.
• •Headline: Beyond the Screen: Gifts for the True Cinephile. Body: Delve into a meticulously selected range of books, apparel, and memorabilia that honor the diverse voices and iconic moments of cinema. Call to Action: Visit the Store.
• •Headline: Inspired by Icons. Crafted for Fans. Body: Discover limited-edition items designed in partnership with Academy members and visionary LA artists, bringing the allure of Hollywood directly to you. Call to Action: Explore Exclusives.
• •Headline: Celebrate the Storytellers. Support the Art. Body: Each purchase at the Academy Museum Store champions the exhibitions, programs, and preservation efforts that keep the spirit of cinema alive. Call to Action: Shop with Purpose.