Brand Tone

Sophisticated, artistic, and minimalist; elevated, descriptive, professional, and curated, while also being authoritative and approachable.

Brand Values

• •Artistic Integrity
• •Legacy and Heritage
• •Modern Aesthetics
• •Emotional Connection

Best Practices

• •Lead with the Art: Always make the artwork the hero. Use descriptive, evocative language that enhances the viewer's understanding without overpowering the visual.
• •Emphasize Originality and Exclusivity: Use terms like "original," "one-of-a-kind," "studio direct," and "limited collection" to reinforce the value of owning a unique piece.
• •Tell the Artist's Story: Leverage the personal connection. Share insights into the creative process, the inspiration behind a collection, or the artists' personal journeys. This builds a narrative that customers connect with emotionally.
• •Maintain a Sophisticated Vocabulary: Use an elevated and intelligent tone. Words like "composition," "aesthetic," "nuance," "reflection," and "sensibility" align with the brand's artistic and intellectual positioning.
• •Connect Art to Lifestyle: In marketing-focused copy (like ads), bridge the gap between the art gallery and the customer's home. Frame the artwork as a key element of a sophisticated, modern lifestyle and a tool for personal expression within their own space.

Social Perception

Perceived as a specialized, artist-driven gallery and an exclusive source for acquiring works directly from the artists. It fosters a personal connection, suggesting customers buy into the artist's vision and story, feeling more like a personal studio than a large, impersonal commercial gallery.

Copy Examples

• •Introducing 'Fusion.' A piece born from chaos and control. Where vibrant energy meets deliberate form, inviting you to find your own story within its layers. Explore the full composition. Link in bio. #ArtBaumeister #JanBaumeister #AbstractArt #ModernArt #BerlinArtist
• •Art That Resonates. Discover original works by Jan and Egon Baumeister. Curated collections for the modern space. Explore The Gallery
• •The process. The details. The result. 'Burning Ocean,' now available.
• •Define Your Space with Original Art. Your home is a reflection of you. Don't settle for mass-produced prints. The works at atelier baumeister offer a unique and timeless aesthetic to elevate your interior. Shop the collection.
• •Hello [Name], This month was one of deep reflection, exploring the interplay between memory and landscape. These thoughts have culminated in three new pieces that I'm proud to share with you first. For me, these works are more than paintings; they are 'powerful time capsules' of life experiences. I hope they resonate with you. View the new arrivals. — Jan Baumeister