Brand Tone

inspirational, authentic, adventurous

Brand Values

• •Adventure and Exploration
• •Authenticity and Vulnerability
• •Uniqueness and Innovation
• •Connection
• •Respect for Nature and Origins

Best Practices

• •Lead with the "Why": Always tie the art back to the core values of adventure, connection, and the wild. Whether describing a product or sharing a behind-the-scenes moment, the narrative should start with the inspiration drawn from nature and exploration.
• •Use Evocative, Sensory Language: Employ descriptive words that evoke the feelings of being in nature and the experience of creating with fire. Phrases like "alchemy of the flame," "dance of vulnerability," "aurora-like effects," and "spirit of the wild" are powerful and align with the brand.
• •Share the Process and the Story: Consistently tell the story of how the art is made. The uniqueness of the fire technique is a major brand asset. Share videos, talk about the element of surprise, and explain the two-step process of fire background and hand-painted detail to reinforce the brand's authenticity and innovation.
• •Embrace the Personal Narrative: Shauna Liora's personal story as a guide and adventurer is inseparable from the brand. Continue to weave her experiences, memories (like trips with her father and grandfather), and passion into the copy to maintain an authentic, personal connection with the audience.
• •Focus on Connection, Not Just a Transaction: Frame the purpose of the art as a way to connect people to their own passions and memories. Use questions in your copy (e.g., "What's your happy place?") and share testimonials that highlight the emotional impact of the art to foster a community around shared values.

Social Perception

unique, beautiful, deeply meaningful; multi-talented 'Renaissance person' (artist, guide, SAR leader); authentic and adventurous; eye-popping and dreamlike; transforms fire into beauty and power.

Copy Examples

• •There's a moment on every climb where the world falls away, and it's just you and the mountain. This piece, 'Summit Soul,' was born from that silence. I let the fire dance across the tile, creating a sky as wild and unpredictable as the journey itself. It is for every adventurer who knows that feeling of being most alive when you're on the edge. Find the wild within.
• •Each Fire Art print is more than just a picture; it's a story told by the flame. Created with a unique technique of manipulating ink with fire, the vibrant, aurora-like background of 'Wild River Bend' is a one-of-a-kind map of energy and light. Hand-painted details of the canoeist celebrate those quiet moments of discovery that only a river can offer. Bring the spirit of Canadian wilderness into your home.
• •Your adventures leave a mark on your soul. My art aims to capture it. As an artist and a guide in the Canadian Rockies for 20 years, I use fire to create scenes that take you back to those moments of awe and adrenaline. If you've ever felt the pull of the wild, my Fire-Made Art is for you. Discover the collection.
• •This week in the studio was a lesson in letting go. The fire had its own ideas for a new series I am working on, creating a background that felt more like a starlit night sky than the morning glow I had planned. It is a beautiful reminder that in art, as in adventure, the most breathtaking discoveries happen when we embrace the unknown. I can't wait to show you where it leads.
• •Offer your customers more than art; offer them a story. Fire-Made Art by Shauna Liora is born from the Canadian wilderness and forged in flame. Each piece carries the spirit of adventure, created with a unique fire-and-ink technique that fascinates viewers and sparks conversation. Let's partner to bring these one-of-a-kind stories to your collectors.