Brand Tone

Expert & Approachable.

Brand Values

• •Curation & Quality
• •Artist Advocacy
• •Expert Guidance
• •Professionalism & Integrity
• •Community Engagement

Best Practices

• •Lead with the Art: Always make the artwork and the artist the primary focus of the copy. Use descriptive, evocative language that enhances the viewer's understanding and appreciation, but let the art speak for itself.
• •Educate, Don't Intimidate: Share insights about the artist's technique, background, or the story behind the work. Frame this information as an invitation to learn more, using clear and accessible language that welcomes everyone, regardless of their art knowledge.
• •Maintain a Professional & Polished Voice: Ensure all copy is well-written, grammatically correct, and free of slang or overly casual language. This reinforces the gallery's authority and the value of the art it represents.
• •Balance Promotion with Passion: While the goal is to sell art, the copy should convey a genuine passion for the work. Use calls-to-action that are clear but refined (e.g., "Inquire for details," "Explore the collection," "Visit us at the gallery").
• •Be Consistent Across All Channels: Whether writing an Instagram caption, a formal email, or a website bio, the "Expert & Approachable" tone should be uniform. This builds a strong, recognizable, and trustworthy brand identity.

Social Perception

The public and clients perceive Elaine Fleck Gallery as a reputable and distinguished destination for contemporary Canadian art. It is seen as a trustworthy and authoritative source, respected for the quality of its exhibitions and the expertise of its director, Elaine Fleck. The brand is viewed not just as a commercial space, but as a genuine contributor to the cultural landscape.

Copy Examples

• •Experience the captivating energy of Julia Veenstra's latest work, 'Summer Folds,' 48x60, oil on canvas. Veenstra’s masterful use of colour and texture invites the viewer into a vibrant, sun-drenched landscape. Now available at the gallery. DM for inquiries or visit our website to explore the full collection.
• •New Exhibition: Discover the bold narratives of our latest group show.
• •Build a collection with confidence. Our expert art consulting services are tailored to your unique vision and space. Let us help you find art you'll love for a lifetime. Schedule your consultation today.
• •Join us this Thursday from 6-8 PM for the opening reception of 'Urban Echoes,' a solo exhibition by painter Mark Kasumovic. Meet the artist and be the first to experience his powerful new series. All are welcome.
• •In the Studio: A Conversation with Mixed-Media Artist John Abrams on Process and Inspiration.