Brand Tone

Inspirational, Artistic, and Nurturing

Brand Values

• •Creativity & Self-Expression
• •Authenticity & Storytelling
• •Connection to Nature
• •Quality & Expertise
• •Community & Inspiration

Best Practices

• •Lead with Inspiration: Always frame the copy around what the customer can create and feel. Use evocative and encouraging language rather than just listing product features.
• •Maintain the Personal, Nurturing Voice: Write as if you are speaking to a creative friend. Use "you" and "your" to make it personal. Incorporate Michelle's voice and story where appropriate to reinforce the brand's authentic, founder-led identity.
• •Use Artistic and Sensory Language: Employ descriptive words that appeal to an artist's sensibility. Terms like "textured," "hand-painted," "sun-drenched," "rich," and "vibrant" will resonate with the target audience and align with the product aesthetic.
• •Emphasize Storytelling and Memory: The ultimate goal for the customer is to preserve memories. Consistently tie the products back to this core purpose. Ask questions in your copy like, "What stories will you tell?" or "Which memories will you bring to life?"
• •Be a Resource, Not Just a Retailer: Offer value beyond the products. Share tips, tutorials, and creative prompts. This reinforces the brand s position as an expert and a source of inspiration, building a loyal community that feels supported in their creative endeavors.

Social Perception

The public and customer perception of Cottage Arts is highly positive, viewing it as a trusted, high-quality, and inspiring resource in the digital scrapbooking community. The long-standing presence since 2003 has established it as a reliable and expert source. The direct involvement and personal narrative of its founder, Michelle Shefveland, are central to the brand's identity and are perceived as authentic. Customers see the brand as a partner in their creative process, providing not just products but also inspiration and a sense of belonging to a community of "visual storytellers."

Copy Examples

• •Breathe in the quiet beauty of the wild. Our new 'Wilderness Whispers' collection is here to help you capture the moments that reconnect your soul to nature. With richly textured papers and hand-drawn elements, tell the story of your adventures, big and small. Start creating your landscape of memories today.
• •We are in awe of this stunning layout by @[username]! A perfect example of turning a simple photo into a breathtaking piece of art. It s your stories that bring our kits to life. Thank you for sharing your beautiful memories with our 'SummerScapes' collection. #CottageArts #DigitalScrapbooking #MemoryKeeping
• •Subject: A little inspiration for your weekend project… Hi [Name], Feeling creative? Sometimes all it takes is a single element to spark a whole new project. That's why we re sharing a new freebie with you! [Link to freebie]. We hope it inspires you to dive into your photo library and create something that is uniquely you. Happy scrapping! With heart, Michelle & the Cottage Arts Team
• •Artfully blend your photos into your digital canvas. Our 'Click.Masks' are more than just a tool; they are a bridge between your photograph and your story. Designed by Michelle Shefveland, these masks add a soft, painterly effect, ensuring your cherished moments become the masterpieces they deserve to be. Elevate your artistry with a single click.
• •Ever wondered how to turn your favorite photos into beautiful art? It's easier than you think. At Cottage Arts, we've been helping people preserve their memories since 2003. Our digital kits provide everything you need to start your creative journey. Discover the artist within you. Explore our starter kits today!