Brand Tone

Spirited & Sophisticated, welcoming and passionate, celebrating vibrancy and emotion. Evocative, descriptive, educational, and reverent, yet accessible and inviting awe.

Brand Values

• •Reimagining the West
• •Artistic Excellence and Unique Mediums
• •Connection to Place
• •Fostering Awe and Emotion
• •Community and Connection

Best Practices

• •Lead with Emotion and Sensation: Use evocative language that focuses on feeling and experience. Instead of just describing a painting's subject, describe the "drama in the sky," the "brilliant reflections," or the "spirited" energy of the piece.
• •Tell the Story Behind the Art: Every piece and every artist has a story. Whether it's Nancy's global travels influencing her work or another artist's connection to the local landscape, weaving these narratives into captions and descriptions adds depth and value.
• •Ground the Brand in Montana: Consistently tie the gallery and its art back to its location. Mention Whitefish, Glacier National Park, and the "Big Sky Country" to reinforce the brand's authentic sense of place, which is a key part of its identity.
• •Balance "Contemporary" and "Heritage": Always speak to the unique position of the gallery: honoring the legacy of the American West while celebrating modern interpretations. Use phrases like "preserving the storied past... by reimagining our present."
• •Maintain a Voice of Inclusive Sophistication: Write with intelligence and a clear appreciation for fine art, but ensure the tone remains welcoming. Frame the gallery as a place for everyone to discover something beautiful, from the serious collector to the curious visitor.

Social Perception

Premier, must-visit cultural destination in Whitefish, Montana; seen as vibrant, inviting, and celebrated for its unique collection balancing contemporary innovation with traditional Western spirit. Highly respected in the Western art world, with knowledgeable and passionate staff. Perceived as a high-end gallery welcoming to all art lovers.

Copy Examples

• •Not just a landscape, but a feeling. Nancy Dunlop Cawdrey's latest work, 'Absaroka Sunrise,' captures the untamed spirit of a Montana morning in a way that photos never could. The French dyes flood the silk with a light and life all their own. Experience the glow in person. #CawdreyGallery #NancyDunlopCawdrey #SilkPainting #WesternArt #WhitefishMontana #ArtCollector
• •Join us for a celebration of art and community! This Thursday is Whitefish Gallery Night, and we're thrilled to feature the breathtaking landscapes of [Artist Name] and the intricate sculptures of [Artist Name]. Come meet the artists, feel the inspiration, and connect with fellow art lovers from 5-8 PM. Let's rediscover the wonder of the West, together. [Link to event details]
• •Hello [Name], At Cawdrey Gallery, we believe art is an invitation to linger in a moment of awe. This month, we invite you to explore the work of Kevin Red Star, whose contemporary paintings tell powerful stories of his Apsaalooka (Crow) heritage. His vision reimagines the past, capturing its strength and beauty for the present. Discover his collection...
• •The Spirit of the West, Reimagined. More than art, it's an experience. Discover contemporary masterworks inspired by the dynamic beauty of Montana.
• •Vibrant. Spirited. Unforgettable. This is contemporary Western art. Visit Cawdrey Gallery in the heart of Whitefish, Montana. Your moment of awe awaits.