Brand Tone

friendly, whimsical, encouraging, and relatable, with a touch of sass and humor

Brand Values

• •Connection: A core mission is "to help people connect through punny greeting cards and colorful art" and through "meaningful art." They emphasize the power of snail mail.
• •Self-Reflection & Growth: The brand has evolved to include "deeper, more meaningful illustrations about self-reflection and growth."
• •Joy & Lifting Spirits: The tagline "Paper Goods & Lifestyle Products to Lift Your Spirits" is prominent. They aim to "make you LOL."
• •Authenticity & Relatability: Ava's personal journey and openness about topics like anxiety and therapy are woven into the brand's narrative, aiming to make people "feel less alone."
• •Girl Power & Empowerment: Products often celebrate female strength and camaraderie (e.g., "Girls Only Wool Pennant," "Nasty Woman Pennant").
• •Creativity & Artistry: The brand is fundamentally artist-driven, with Ava's unique illustration style being central to its identity.

Best Practices

• •Embrace Ava's Voice (Even if Others Write): Keep the copy grounded in the founder's friendly, open, and slightly whimsical communication style. Use "we" to include the collective brand, but let Ava's personality shine through with phrases like "Hi friend" or by referencing her artistic process.
• •Balance Playfulness with Purpose: While humor and puns are a big part of the brand, ensure they align with the underlying messages of connection, self-care, and encouragement. The sass should feel empowering, not alienating.
• •Speak Directly and Inclusively: Use "you" and "your" to address the customer directly. Maintain an inclusive and positive language that resonates with themes of girl power, self-acceptance, and community.
• •Tell Stories (Big and Small): Share the inspiration behind designs, a bit about the creative process, or how a product is intended to make someone feel. This reinforces the "meaningful art" aspect and the connection Ava aims to foster.
• •Stay Visually and Verbally Cohesive: Ensure the copy complements the colorful, whimsical, and often cute visual style of the products. Keywords related to joy, lifting spirits, connection, self-care, and the handmade/illustrated nature of the items should be naturally woven in.

Social Perception

a source of cute, high-quality, and unique illustrated products that bring joy and resonate on a personal level.

Copy Examples

• •Instagram Post for a New Sticker Collection: "Spill the tea! 🍵 Our new sticker collection just dropped, and it's packed with all the cute, sassy, and inspiring vibes you need to jazz up your laptop, water bottle, or your cat (kidding... mostly 😉). Which one is calling your name? #AviatePress #StickerLove #SelfCareSwag #PunnyAndPretty"
• •Product Description for a "You Got This" Card: "Let's be real, adulting is weird. But you? You're absolutely smashing it. Send this card to your fave human who needs a little reminder of their awesomeness. Perfect for pre-exam pep talks, post-breakup boosts, or just because they're a rockstar. Blank inside for your super personal pep talk! #AviatePress #EncouragementCard #YouGotThis #SnailMailHugs #SupportYourSquad"
• •Website Banner for a Self-Care Themed Print: "Feeling all the feels? Us too. Our new 'Gentle Reminders' art print is like a warm hug for your wall, whispering sweet nothings like 'It's okay to rest' and 'Your best is enough.' Add a little illustrated sunshine to your space. ☀️ #AviatePress #SelfCareArt #MentalWellness #HomeDecor #IllustratedJoy"
• •Email Newsletter Subject Line: "Psst... Your monthly dose of joy (and a little sass) is here! ✨ Email Body Snippet: Hey friend! Ava here, with a little sprinkle of Aviate Press goodness to brighten your inbox. This month, we're all about finding the magic in the mundane and celebrating those tiny victories (like finally watering that plant 🌱). Plus, get a sneak peek at our newest pun-tastic greeting cards designed to make someone's day! #AviatePress #NotesFromAva #TinyJoys #ArtAndPaper"
• •TikTok Video Caption (@avamariedoodles promoting an Aviate Press product): "Watch me bring this little guy to life! 🐿️ This 'Nuts About You' card design was so fun to doodle. Now it’s ready to help you spread some love over at @aviatepress! What should I draw next? #ArtProcess #Illustration #CuteStationery #AviatePress #SmallBusinessLove #avamariedoodles"