Brand Tone

Passionate & Urgent, Educational & Story-driven, Reverent & Spiritual, Community-Oriented & Inclusive, Authentic & Uncompromising.

Brand Values

• •Environmental Stewardship
• •Cultural Preservation & Revitalization
• •Social Justice & Activism
• •Interconnectedness & Spirituality
• •Beauty as Resilience & Hope

Best Practices

• •Lead with Purpose, Not Product: Frame every piece of communication around the 'why.' The story behind its creation—be it cultural preservation, environmentalism, or social justice—is the primary message.
• •Use Reverent and Animate Language for Nature: Speak of the Earth, plants, and animals as active, living relatives, not as passive scenery. Use phrases like 'the land teaches,' 'the plants hold stories,' and 'our relatives in the water' to reinforce the brand's spiritual and interconnected worldview.
• •Educate and Empower: Use copywriting as an opportunity to share knowledge. Explain the meaning of a specific flower, the history of Métis beadwork, or the context of a social issue. This positions the brand as a trusted, authentic source and empowers the audience.
• •Maintain the Voice of the Artist: The brand's voice is Christi Belcourt's voice. It should remain authentic, passionate, and principled. Read her artist statements and interviews to internalize this tone, which blends fierce advocacy with profound love for the world.
• •Foster a Collective "We": Use inclusive language that invites the audience into the community and the movement. Phrases like 'together, we can,' 'our collective future,' and 'join us in honoring' reinforce the community-oriented values of the brand and encourage active participation rather than passive consumption.

Social Perception

The brand is highly regarded and perceived with great respect. Christi Belcourt is seen as one of Canada's most important contemporary artists, a prominent activist, and a vital cultural voice. Customers view her as a cultural leader and knowledge keeper, with purchases representing solidarity and support for her causes. The brand resonates with those interested in Indigenous art, environmentalism, social justice, and meaningful artwork.

Copy Examples

• •Introducing 'This Painting is a Mirror.' This work isn't just about what you see, but what sees you back. It reflects the beauty that is already within you, the deep-rooted connection we all share with the earth and our ancestors. Each dot, like a single bead, is a prayer for kindness and a reminder that we are not separate from nature, but a vital part of it. May it remind you of your own strength and beauty. Limited edition prints available now. Link in bio.
• •Hold a story in your hands. Our new notebooks feature the vibrant floral patterns inspired by traditional Métis beadwork, turning an everyday object into a thing of beauty. Let these pages be a space for your thoughts, your plans, and your dreams. The design celebrates the resilience of our traditions and the life-giving power of the natural world. Each purchase supports the Onaman Collective and land-based language revitalization.
• •Christi Belcourt Art is more than an online store; it is an extension of a deeply held belief that art can be a force for change. Rooted in Métis tradition, each piece tells a story of our sacred relationship with the Earth. We believe in the power of beauty to inspire action and the importance of community to create a better world. When you bring this art into your life, you are joining a movement of environmental stewardship, cultural preservation, and social justice.
• •Subject: Discover the Wisdom of the Land. The plants have stories to tell. In our book, 'Medicines To Help Us,' Christi Belcourt shares the knowledge of our plant-relatives, passed down through generations. Through stunning artwork in the signature dot-style that mimics beadwork, this book is both a celebration of natural beauty and a guide to the healing power around us. It’s an invitation to listen to the land. Pre-order your copy and reconnect with ancient wisdom.
• •The waters give us life. Our relatives in the water are sacred. Today, we stand with land and water protectors across Turtle Island who are fighting to keep our life sources clean and respected. Art can be a banner for change. Please take a moment to learn about the fight to protect our rivers and lakes. Share this post to raise your voice with ours. #WaterIsLife #LandBack #OnamanCollective