Brand Tone

Aspirational, supportive, and appreciative, with a focus on quality and community.

Brand Values

• •Art Accessibility & Discovery: Helping people find art that resonates with them.
• •Positive Impact: Believing art can positively influence lives and spaces.
• •Diversity & Multiculturalism: Offering a diverse collection that reflects Australia.
• •Support for Local Artists: Actively promoting and giving local artists a platform.
• •Quality & Durability: Using high-grade materials and printing processes.
• •Australian Made: Printing and framing art in Australia.
• •Customer Appreciation: Valuing their customers' business.
• •Eco-consciousness: Using eco-friendly inks.

Best Practices

• •Emphasize Connection & Impact: Always try to link the purchase of art to the positive impact on the customer's space and life, as well as the support for Australian artists. Use words like 'discover,' 'inspire,' 'transform,' 'support,' and 'connect.'
• •Maintain a Welcoming and Inclusive Voice: Address both seasoned collectors and first-time buyers with warmth. Highlight the diversity of art available to appeal to a wide audience.
• •Be Authentic and Appreciative: Genuinely express gratitude for customer support. Share stories of artists (with their permission) to build a stronger emotional connection.
• •Focus on Quality and Australian Origin: Subtly weave in the quality aspects (eco-friendly, durable) and the fact that art is locally printed and framed, appealing to pride in local craftsmanship.
• •Create a Tone of Voice Guide: Document the key characteristics (aspirational, supportive, appreciative, quality-focused, community-oriented) with 'do's and don'ts' examples, ensuring anyone writing copy understands and applies the brand voice consistently across all channels.

Social Perception

Customers seem to perceive the brand as providing good quality products that match descriptions. Service and delivery instructions are generally well-regarded. The emphasis on supporting local Australian artists likely resonates positively with customers interested in local creators. The commitment to Australian-made products could also be a positive perception driver.

Copy Examples

• •Homepage Banner: Discover Art That Speaks to You. Transform your space with stunning Australian art, and support local creators with every piece. Explore our collection.
• •About Us Snippet: At Canvas Direct, we believe art has the power to uplift and inspire. We're passionate about connecting you with unique works from talented Australian artists, helping to bring more beauty into your world, one canvas at a time.
• •Product Description (Original Art): Own a piece of Australian creativity. This original artwork by [Artist Name] not only brings [describe artwork's mood/theme] to your home but also directly supports the vibrant local arts scene. Feel the passion, live the art.
• •Social Media Post (Artist Spotlight): Meet [Artist Name]! 🎨 We're thrilled to feature their incredible work, reflecting [mention theme/style]. When you choose art from Canvas Direct, you're choosing to champion Australian talent. See their collection via the link in bio! #SupportLocalArt #AustralianArtists #CanvasDirect
• •Email Marketing (Post-Purchase): Thank You for Bringing Art Home! We hope your new canvas from Canvas Direct fills your space with joy and inspiration. Remember, your purchase has made a real difference to an Australian artist. We're honoured to have you as part of our art-loving community.