Brand Tone

Sophisticated & Elegant, Authoritative & Knowledgeable, Inspirational & Aspirational, Design-Centric & Artistic, Professional & Refined

Brand Values

• •Design Excellence
• •Innovation
• •Quality & Craftsmanship
• •Sustainability
• •Timelessness
• •Cultural Heritage

Best Practices

• •Develop a Brand Voice Guide: Document the key elements of the brand tone (sophisticated, authoritative, inspirational, design-centric, professional) with examples of do's and don'ts. This should be the reference for anyone creating content.
• •Prioritize Design Language: Use terminology that reflects an appreciation for art, architecture, and design. Words like "sculptural," "articulation," "composition," "ethereal," "minimalist," and "iconic" can reinforce the brand's identity.
• •Emphasize Quality and Heritage: Consistently weave in references to "Made in Italy," craftsmanship, the legacy of designers, and the timeless nature of the products. This builds on the brand's reputation for excellence.
• •Maintain Visual-Verbal Synergy: Ensure that the copy always complements the high-quality, artistic imagery used. The words should enhance the visual story, not detract from it or feel mismatched.
• •Educate and Inspire, Don't Just Sell: While the goal is to sell products, the copy should also aim to educate the audience about the principles of good lighting, the stories behind the designs, and the innovative technology. This positions the brand as a thought leader and provides value beyond the transaction.

Social Perception

Premium & High-End, Iconic & Classic, Innovative & Forward-Thinking, Trusted & Reputable, Aspirational

Copy Examples

• •An icon of Italian design, the Tolomeo lamp by Michele De Lucchi and Giancarlo Fassina seamlessly blends form and function. Its timeless appeal and versatile articulation continue to illuminate discerning spaces worldwide. Discover the enduring elegance of a masterpiece. #Artemide #Tolomeo #ItalianDesign #LightingIcon
• •At Artemide, we believe in 'The Human Light' – a light that nurtures, inspires, and adapts to the rhythm of life. For over sixty years, our pursuit of innovation and design excellence has shaped luminous environments that enhance well-being. Explore a legacy of light. #TheHumanLight #ArtemideDesign #InnovationInLighting
• •Introducing 'Luminaria Nova' – a collection where avant-garde technology meets poetic expression. Each piece is a dialogue between light and shadow, meticulously crafted to transform your environment. Experience the future of illumination. #ArtemideNewCollection #LuminousArt #DesignInnovation
• •Committed to a brighter, more sustainable future. Artemide integrates eco-conscious materials and energy-efficient technologies to create lighting solutions that are as responsible as they are beautiful. Illuminate your world, mindfully. #ArtemideSustainability #EcoDesign #ResponsibleLighting
• •Elevate your space with the transformative power of Artemide lighting. Our experts are ready to guide you in selecting the perfect illumination to reflect your vision. Schedule your personal consultation or visit our showroom to experience design that shines. #ArtemideExperience #LightingConsultation #DesignYourLight