Brand Tone

Creative & Inspiring, Authoritative & Knowledgeable, Community-Focused & Supportive, Approachable & Helpful, Passionate, Modern & Fresh (while respecting tradition)

Brand Values

• •Quality
• •Creativity & Self-Expression
• •Heritage & Tradition
• •Customer Focus & Service
• •Community & Connection
• •Innovation (within tradition)
• •Honesty & Hard Work

Best Practices

• •Embrace the Creative Journey: Always frame content around the idea of creation, restoration, and artistic expression. Use language that inspires and empowers users to start their projects.
• •Be the Knowledgeable Friend: Share expertise and tips in an accessible, helpful, and encouraging manner. Avoid overly technical jargon unless explaining it clearly. Offer solutions and guidance.
• •Champion Your Community: Regularly feature user-generated content, collaborations, and artist spotlights. Use inclusive language ("we," "our community") to foster a sense of belonging.
• •Highlight Heritage with a Modern Twist: Weave in the brand's long history and family values, but present it in a way that feels relevant and engaging to a contemporary audience. Connect tradition with innovation.
• •Be Passionate and Authentic: Let genuine enthusiasm for the products and the creative process shine through in all communications. Maintain transparency and honesty, reflecting the brand's foundational principles.

Social Perception

Trusted & Reliable, Industry Standard, Empowering for Creatives, Supportive Community, High Quality at a Fair Price, Accessible

Copy Examples

• •Unleash your inner artist. ✨ @[UserArtistTag] transformed these kicks from bland to breathtaking using our vibrant collectors' edition paints. What will you create today? Tap to shop the colors and show us your vision! #AngelusDirect #CustomSneakers #LeatherPaint #CreateEveryDay #SneakerArt
• •Your Vision, Our Colors. The New Angelus Essentials Kit has everything you need to start your next masterpiece. From prep to finish, experience the quality that artists trust. Create. Restore. Paint. Shop Now.
• •Quick tip! 💡 Want that perfectly smooth, factory finish? Always start with our Leather Preparer & Deglazer. It's the secret to making your Angelus paint pop and last. #AngelusPaint #CustomHacks #DIYProjects #LeatherCare #SatisfyingPaint
• •🎨 Fuel Your Creativity: New Tutorials & Artist Spotlights Inside! From a family legacy over 100 years strong to your creative hands – Angelus Direct is more than just paint. It's a tradition of quality, empowering you to restore the old and imagine the new. Dive into our latest tutorials and see how artists like you are making their mark.
• •Don't just wear it. Create it. Angelus Direct gives you the tools to personalize your leather goods, from sneakers to sofas. Durable, vibrant, and easy to use. Join our community of creators and bring your ideas to life! Learn more & shop: [Link]