Brand Tone

passionate, educational, and sophisticated

Brand Values

• •Empowerment and Representation
• •Art Accessibility
• •Legacy and History
• •Quality and Durability
• •Authenticity

Best Practices

• •Always connect the product back to the core mission. Every piece of copy should reinforce the "why" behind Critique House—the empowerment of BIPOC artists.
• •Never sell just a print. Sell the narrative, the artist's background, the inspiration, and the cultural significance of the work. The artist is the hero of the story.
• •The language should be sophisticated but accessible. Avoid overly casual slang. The tone should reflect the "fine art" nature of the products and the deep respect for the artists.
• •Consistently mention the museum-quality materials, the archival nature of the prints, and the historical legacy of the brand. This builds trust and justifies the price point.
• •Use inclusive language ("our artists," "our community," "join us"). Position the brand not just as a store, but as a collective of artists and patrons who share a common set of values. Encourage dialogue and engagement around the art and the mission.

Social Perception

niche, mission-driven, and credible art gallery

Copy Examples

• •Art is a narrative. 'Untitled, 2024' by [Artist Name] is more than a print; it's a piece of a story, a bold expression of heritage and vision. Printed on museum-quality paper to ensure every line and hue speaks its truth for generations to come. Bring this powerful conversation into your home. Link in bio to discover the story behind the art. #CritiqueHouse #BIPOCArt #FineArtPrints #ArtWithAStory
• •Headline: Beyond the Frame: Art That Speaks Volumes. Sub-headline: Discover curated fine art prints from visionary Black, Indigenous, and People of Color artists. We are a house for stories, a gallery for the unseen. Button: Explore the Collection
• •Headline: Inherit a Legacy of Art. Body: From the family that opened the first for-profit Black-owned gallery in the U.S. comes Critique House. We continue the mission of championing underrepresented artists by offering museum-quality prints for the modern collector. Own a piece of history. Support the future of art. Call to Action: Shop Now
• •Subject: Meet [Artist Name]: The Mind Behind the Masterpiece Body: This week, we invite you to step into the world of [Artist Name]. From their studio in [City] to the walls of your home, their work explores themes of identity, resilience, and beauty. We had the honor of sitting down with them to discuss their inspiration, their process, and what it means to create in today's world. Read the full interview and explore their collection of limited edition prints, exclusively at Critique House. Button: Read the Interview
• •Title: "[Artwork Title]" - Limited Edition Print Description: This archival pigment print captures the vibrant energy and subtle complexities of [Artist Name]'s original painting. With expressive lines and a palette that communicates both solemnity and boldness, this piece is a testament to the artist's unique voice. Each print is crafted with the highest quality, durable materials, ensuring that the integrity and impact of the artwork are preserved. By bringing this piece into your collection, you are directly supporting the artist and our mission to elevate creative voices.