Brand Tone

Introspective, dark, and whimsically macabre. It is personal and authentic, stemming directly from the artist's experiences, with a direct and personal language that fosters connection. There is an undercurrent of resilience and empowerment, expressed as a confident dark-fantasy aesthetic.

Brand Values

• •Authenticity and Self-Expression
• •Resilience
• •Connection
• •Individuality
• •Art as a Sanctuary

Best Practices

• •Lead with Authenticity: Always communicate from a personal and genuine perspective. Share the stories and emotions behind the artwork, as this is a core part of the brand's appeal.
• •Embrace the Dark and the Light: Maintain the signature balance of dark themes with elements of beauty and whimsy. The copy should reflect this duality – using words that are both evocative and slightly melancholic, but always with an undercurrent of strength.
• •Foster Community Connection: Continue to engage with the audience by asking questions, sharing their inspired works (with credit), and responding to comments. This reinforces the value of connection and makes the brand feel like a shared space.
• •Use Evocative and Descriptive Language: The language should be as artistic as the visuals. Use words that paint a picture, leaning into a slightly poetic and introspective style rather than direct, hard-selling marketing speak.
• •Maintain Visual Consistency: The dark, high-contrast, and often fantastical visual style is the brand's most powerful asset. All copywriting should be paired with images that reinforce this aesthetic to create a cohesive and immersive brand experience.

Social Perception

Callow Lily Art is perceived as a niche brand with a dedicated following, appreciated for its unique, dark, and beautiful aesthetic. Customers see the artwork as 'amazing' and 'original.' The brand is seen as an influencer within its specific subculture (goth, alternative, pop-surrealism), with credibility reinforced by collaborations and placements. The artist is perceived as authentic and connects personally with her audience.

Copy Examples

• •From the shadows of the mind, a new vision emerges. 'Whispering Void' is for those who find beauty in the darkness and a story in the silence. Printed on archival paper to capture every haunting detail. Link in bio to bring this piece into your world.
• •Carry your essentials in a bag that’s as unique as you are. Featuring the 'Fragmented Dreams' design, this tote is for the wanderers, the dreamers, and the ones who walk their own path. Durable, beautiful, and a little bit dark.
• •The 'Nocturne' Collection has arrived. A series of works born from sleepless nights and lucid dreams. Explore the delicate balance between light and shadow, and find the piece that speaks to your soul.
• •We all have our struggles. My art is how I turn them into something beautiful. For a limited time, find your own piece of resilient beauty. Select prints are 20% off. A thank you for being part of this journey.
• •Every piece starts with an emotion. A feeling that needs a face. For me, art has always been a way to navigate the world. Thank you for letting me share my journey with you. #artprocess #darkart #creativetherapy