Brand Tone

Inspirational, Authentic, and Sophisticated

Brand Values

• •Passion & Purpose
• •Creativity & Expression
• •Quality & Craftsmanship
• •Community & Education
• •Transformation

Best Practices

• •Lead with the "Why": Always connect the art back to the core story. Whether it's a post about a new piece or a tutorial, frame it within the brand values of passion, transformation, and authenticity.
• •Balance "Process" with "Prestige": Showcase the raw, messy, and authentic creation process on platforms like TikTok and Instagram Stories. On the website, product pages, and in sales communications, elevate the language to reflect the sophisticated, high-value nature of the final artwork.
• •Speak as a Mentor, Not Just a Maker: When creating educational content, adopt the tone of a generous and experienced guide. Use "we" to foster a sense of community and share personal anecdotes to make lessons more relatable and memorable.
• •Write for a Visual Experience: Art is visual. Use descriptive, sensory language in your copy. Words like "sculpted," "cascading," "deep," "vibrant," and "serene" help the audience feel the artwork before they see it.
• •Maintain a Personal Voice: Always write from Christopher's first-person perspective ("I," "my journey," "when I create"). This is the brand's greatest asset. Avoid a corporate or overly generic tone at all costs to maintain the authentic connection he has built with his audience.

Social Perception

As an Artist, Christopher Maxwell is seen as a talented, inspiring, and generous teacher. Followers and customers admire his journey and his willingness to share his techniques. As a Brand, Christopher Maxwell Art is perceived as premium, trustworthy, and authentic. Customers feel they are not just buying a painting but a piece of the artist's story and passion. The audience includes aspiring artists, homeowners/interior designers seeking high-end art, and followers inspired by his career-change narrative.

Copy Examples

• •From Blank Canvas to Bold Statement. This piece, 'Emerge,' is all about the quiet before the breakthrough. Layers of texture and deep blues build a story of depth and resilience. It s a reminder that the most beautiful transformations often begin in the dark. Now finding its voice in the studio. #ChristopherMaxwellArt #TexturedArt #AbstractPainting
• •My SECRET Ingredient for Perfect Texture (You Have It In Your House!) I'm always asked how I achieve such deep, professional-grade texture in my paintings. In this video, I'm not holding anything back. We'll walk through my entire process, and I'll reveal the simple, game-changing ingredient I use to create stunning 3D effects. It's time to take your art to the next level. All materials are linked below!
• •Your Story, Told Through Art. Commission a bespoke painting that captures the essence of your space and your vision. Let's collaborate to create a timeless piece of art that is uniquely yours. Schedule your private consultation today.
• •Wait for the magic moment... ✨ The best part of my day. Who else finds this satisfying? 🤤 #ArtProcess #TextureArt #SatisfyingVideos #ASMRart
• •It's more than just paint... Hi [Name], When I left my desk job, I was searching for more than just a new career. I was searching for a way to feel alive. Every piece I create is infused with that journey—the risk, the passion, and the joy of building a life you love. This week on the blog, I share three lessons art has taught me about life. Hope it inspires you. - Christopher