Brand Tone

Respectful & Reverent, Educational & Informative, Authentic & Trustworthy, Appreciative & Passionate

Brand Values

• •Authenticity
• •Cultural Preservation & Promotion
• •Ethical Practices & Fair Trade
• •Respect for Indigenous Peoples
• •Education
• •Community Support

Best Practices

• •Prioritize Respectful Language: Always use terms and phrasing that honor Indigenous peoples, their cultures, and their art. Avoid language that could be seen as appropriative, diminishing, or stereotypical. Refer to artists and their specific Nations respectfully.
• •Emphasize Authenticity and Artist Connection: Consistently highlight that the art is genuine and that the gallery works directly and ethically with the artists. Share artist bios and the stories/meanings behind the artwork where possible.
• •Educate and Inform: Use copy as an opportunity to share knowledge about the cultural significance, symbolism, and techniques of Pacific Northwest Coast First Nations art. This reinforces the gallery's role as an educational resource.
• •Convey Passion and Appreciation: Let the language reflect a genuine love and admiration for the artistry, skill, and cultural depth of the pieces. Use evocative and descriptive words that convey the beauty and power of the art.
• •Maintain a Professional yet Approachable Voice: While the subject matter is culturally significant and requires reverence, the tone should still be welcoming and accessible to both seasoned collectors and those new to First Nations art. Avoid overly academic or exclusionary jargon. Ensure clarity and honesty in all communications.

Social Perception

Positive Reputation for Authenticity & Quality, Trusted Partner for Artists, Cultural Stewards, Educational Resource, Concerns about Inauthentic Art (Industry-wide)

Copy Examples

• •Headline: "Own a Piece of Living History: Authentic First Nations Art from the Pacific Northwest Coast." Body: "Each carving, mask, and piece of jewelry at First Nations Gallery tells a story, handcrafted by Indigenous artists who carry generations of tradition. Discover authentic art that speaks to the soul." Call to Action: Explore Our Collection.
• •Headline: "More Than Art. It's a Connection to Culture." Body: "At First Nations Gallery, we are honored to connect you with the rich cultural heritage of the Pacific Northwest Coast. Learn the stories behind the art and support Indigenous artists in their communities." Call to Action: Meet Our Artists.
• •Headline: "Ethically Sourced. Authentically Indigenous." Body: "We believe in fair partnerships and the power of authentic representation. First Nations Gallery works directly with artists, ensuring every piece is genuine and contributes to the flourishing of Indigenous cultures." Call to Action: Our Commitment to Authenticity.
• •Headline: "The Spirit of the Northwest Coast, Shared with the World." Body: "From intricately carved masks to stunning silver jewelry, experience the vibrant artistic traditions of First Nations artists. First Nations Gallery: amplifying Indigenous voices through art." Call to Action: Shop New Arrivals.
• •Headline: "Invest in Culture. Cherish Forever." Body: "Acquiring a piece from First Nations Gallery means more than an aesthetic choice; it’s a direct contribution to Indigenous artists and their communities, helping their culture thrive. Find a meaningful, one-of-a-kind work of art today." Call to Action: Discover Your Masterpiece.