Brand Tone

aspirational, educational, and reverent

Brand Values

• •Legacy and Heritage
• •Accessibility and Inclusivity
• •Curation and Quality
• •Community and Connection
• •Social Responsibility

Best Practices

• •Lead with the Story: Always tie the message back to the brand's heritage and the personal stories of the artists. This creates an emotional connection that transcends the transactional nature of buying art.
• •Use Aspirational and Inclusive Language: Frame art collecting as an achievable and rewarding journey, not an exclusive club. Use words that inspire and educate, rather than intimidate.
• •Emphasize Curation and Trust: Consistently mention the careful selection and authentication process to build confidence with potential buyers.
• •Highlight the Dual Mission: Regularly feature both emerging artists and the secondary market to showcase the breadth of the collection and appeal to different types of collectors.
• •Integrate the Social Mission: Weave the brand's commitment to mental health into various communications to reinforce their values and appeal to socially-conscious consumers.

Social Perception

Thoughtful and modern art platform, seen as a trustworthy guide in the art market. The family legacy adds warmth and credibility. Perceived as innovative for focusing on emerging artists and secondary market, filling a niche. The philanthropic angle positions them as a brand with a conscience. Their loyalty program, 'Curator,' cultivates an exclusive and rewarding community.

Copy Examples

• •Art is a story waiting to be told. Meet [Artist Name], whose vibrant canvases capture the fleeting moments of urban life. Discover their collection and begin your own narrative with a piece that speaks to you. #EstelleArt #EmergingArtist #ArtCollector
• •Investing in art is investing in a legacy. At Estelle., we demystify the art world, making it accessible for a new generation of collectors. Explore our curated collections and find a piece that not only beautifies your space but also grows in value. Your journey into art starts here.
• •Estelle. is more than a gallery; it's a legacy. Inspired by a woman who broke barriers in the 1970s art scene, we continue her mission to make art accessible to all. We believe in the power of art to connect us, to tell our stories, and to build communities. Join us in redefining the art of collecting.
• •A piece of art is a piece of history. Our Secondary Art Market offers a curated selection of works from the private archives of seasoned collectors. Each piece is meticulously vetted, offering you a unique opportunity to own a part of art's continuing story. Explore the collection.
• •At Estelle., we believe that art and well-being are intrinsically linked. That's why we're proud to donate a portion of our net sales to mental health organizations. When you invest in a piece from Estelle., you're not just acquiring art; you're supporting a community and contributing to a vital cause.