Brand Tone

Passionate & Enthusiastic, Professional & Appreciative, Storytelling & Evocative, Approachable & Humble

Brand Values

• •Capturing Emotion and Beauty
• •Artistic Integrity & Craftsmanship
• •Connection & Storytelling
• •Accessibility of Art
• •Focus on Chicago

Best Practices

• •Always Lead with Passion: Whether writing a social media caption, product description, or email, let your genuine enthusiasm for photography and the subject matter shine through. Use evocative language that conveys your emotional connection to your work.
• •Tell the Story Behind the Shot: Briefly share the context, inspiration, or a small anecdote related to the photograph. This reinforces the storytelling value of your brand and helps audiences connect on a deeper level.
• •Maintain Professionalism with a Personal Touch: While being approachable and enthusiastic, ensure all communications (especially regarding sales, commissions, and inquiries) are clear, professional, and appreciative. Address customers respectfully and express gratitude.
• •Emphasize Quality and Craftsmanship Subtly: When describing prints or services, allude to the care, detail, and quality involved without being overly boastful. Focus on the value and experience the customer receives.
• •Be Consistently Chicago-Centric (if applicable) and Authentic: Continuously weave in your connection to Chicago (or your primary subject matter) and share your authentic perspective as a self-taught artist. This builds a strong, recognizable niche and fosters trust.

Social Perception

Talented & Skilled Photographer, Professional & Good Collaborator, Evocative Artist, Authentic Chicago Voice

Copy Examples

• •Chasing the fleeting light as it dances across the Chicago skyline. ✨ There's a certain magic in those unexpected city moments, the ones that make you pause and just... feel. This one’s fresh off the press and ready to bring a piece of that Chicago heart into your home. Link in bio to explore new arrivals! #ChicagoPhotography #Cityscape #StreetPhotography #ESPetersen
• •Your story, beautifully framed. 📸 Beyond my Chicago cityscapes, I work with clients to capture the places and moments that hold special meaning. Let's create a timeless piece of art together that tells your unique narrative. Send a DM or visit espetersen.com to discuss your custom commission. #CustomPhotography #ChicagoArtist #FineArtPrints #EricPetersenPhotography
• •Hi, I'm Eric, a Chicago-based photographer driven by the thrill of capturing the city's soul – from its iconic architecture to its quiet, unexpected corners. What started as a personal passion has grown into a way to share the beauty and emotion I find in everyday scenes. My goal? To create images that resonate and bring a little piece of that feeling to you. Thanks for being here.
• •✨ Bring Home the Magic: A Special Offer on Chicago Prints! ✨ There's nothing quite like the feeling of seeing a moment you love transformed into a piece of art. This week, I'm excited to offer a special something to help you bring the vibrant energy and unique beauty of Chicago into your space. Each print is crafted with care, hoping to share the same joy I feel when capturing these scenes...
• •Relive the vibrant pulse of [Specific Chicago Location/Scene, e.g., 'Michigan Avenue in Bloom']. This isn't just a photograph; it's a moment captured – the energy, the light, the story. I remember the feeling of [brief personal anecdote about taking the photo]. Meticulously printed and framed to bring that same sense of wonder to your walls. A perfect piece for any lover of Chicago.