Brand Tone

Authentic, Community-Oriented, and Artistic. The language is supportive, celebratory, and evocative, using words like "handcrafted," "unique," and "vibrant creative economy." It fosters a sense of shared experience and passion for craft, place, and people, avoiding overly commercial sales language.

Brand Values

• •Support for Maine's Creative Economy
• •Community and Place (linked to Maine's islands and coast)
• •Authenticity and Craftsmanship (celebrating handmade, one-of-a-kind items)
• •Economic and Environmental Sustainability (as part of the Island Institute's broader mission)

Best Practices

• •Always Lead with the Mission: Connect every product back to the "why," framing purchases as an act of support for the creative economy.
• •Tell the Artist's Story: Feature the maker behind the product through short profiles, quotes, and photos to create a human connection and reinforce authenticity.
• •Use Evocative and Sensory Language: Appeal to the senses with descriptive words that paint a picture of the Maine coast (e.g., "salt-sprayed," "ocean-hued").
• •Foster a Sense of Community: Use inclusive and inviting language like "join us," "our community," and "together we can," encouraging engagement.
• •Emphasize Uniqueness and Scarcity (Authentically): Highlight what makes each item special using phrases like "one-of-a-kind" and "small batch," reflecting the nature of handcrafted goods.

Social Perception

Archipelago is perceived as a respected community pillar and a source of authentic craft. It is seen as a vital cultural and economic institution, celebrating Maine, being mission-driven and trustworthy, offering a curated gallery experience, and acting as an economic anchor for local artists.

Copy Examples

• •From a small studio overlooking the water, this mug was shaped by hands that know the rhythm of the tides. It’s more than just pottery; it’s a piece of the Maine coast, ready to bring a moment of island calm to your morning coffee. Discover the story behind the artist at the link in our bio. #MaineMade #IslandLife #Handcrafted
• •Subject: Fresh from the Coast: New Art & Craft Just In Like the turning of the seasons in Maine, our collection is always evolving. This week, we're thrilled to share new works from artists who draw their inspiration from the salty air and rugged shores we call home. Find a one-of-a-kind treasure and support Maine's creative spirit. A piece of Maine, delivered to you.
• •Crafted with sterling silver and sea glass worn smooth by the Atlantic, this necklace holds the quiet beauty of a Maine beach. Each piece is unique, telling the story of its journey along the coast. Wear it as a reminder of the ocean's enduring artistry. By purchasing, you directly support the artist and their island community.
• •For 25 years, you've helped us champion Maine's artists. This holiday season, as we celebrate our final chapter, every gift you choose from Archipelago has more meaning than ever. Come find something truly special and be part of a legacy that has returned over $5.5 million to our creative economy. Thank you for being part of our story. #ShopMaineMade #ArchipelagoMaine
• •Headline: Made in Maine. Loved Everywhere. Sub-headline: Shop our collection of authentic art and fine craft, and help sustain the island and coastal communities that inspire it all. Every purchase tells a story.