Brand Tone

Established and Reputable, Personal and Passionate, Quality-Focused, Accessible and Welcoming, Adaptable and Forward-Looking

Brand Values

• •Legacy and Family
• •Quality and Craftsmanship
• •Bringing Joy Through Art
• •Personal Service
• •Supporting Artists

Best Practices

• •Emphasize Heritage and Experience: Consistently weave in the gallery's long history (since 1961) and family-run nature to build trust and highlight expertise.
• •Focus on Quality and Curation: Use language that reflects the careful selection of artists and artworks, underscoring the "impeccable quality" and the aim to bring "joy" to clients.
• •Maintain a Personal and Passionate Voice: Even in an online context, let the family's passion for art shine through. Use welcoming and enthusiastic language.
• •Clearly Communicate the New Operating Model: Be transparent about the transition to an online gallery, art fairs, and home selection service, highlighting the benefits of these new avenues.
• •Showcase Artist Stories (where possible): Briefly highlighting the artists and their diverse styles can add depth and reinforce the gallery's commitment to supporting talent and offering varied works.

Social Perception

Respected Local Institution (historically), Known for Quality and Diverse Art, Customer-Focused, Limited Online Review Footprint

Copy Examples

• •Headline: 60 Years of Art, A New Chapter Online. Body: Francis Iles Gallery has brought joy to art lovers for generations. While our Rochester doors have closed, our passion for connecting you with exceptional contemporary art continues stronger than ever online and at select art fairs. Discover your next treasure. Call to Action: Explore the Collection
• •Headline: From Our Family to Yours: Art That Inspires. Body: Founded on a love for quality art, Francis Iles remains a family endeavour. We meticulously select pieces that bring beauty and enduring pleasure to your home. Experience the legacy. Call to Action: Learn Our Story
• •Headline: Quality You Can Trust, Art You'll Adore. Body: For decades, discerning collectors have turned to Francis Iles. We proudly uphold our reputation by showcasing diverse, high-quality works from talented British and international artists. Find art that speaks to you. Call to Action: View Featured Artists
• •Headline: The Gallery Comes to You: Try Art at Home. Body: Experience the perfect piece in your own space. Our new Home Selection Service and seamless online gallery make finding art you love easier than ever. Let us bring the Francis Iles experience to your doorstep. Call to Action: Enquire About Home Selection
• •Headline: Invest in Joy: Own Art with Francis Iles. Body: We believe exceptional art should be accessible. Francis Iles Gallery continues to offer beautiful contemporary pieces, now online. We're dedicated to helping you find art that enriches your life and creates your own legacy. Call to Action: Discover New Arrivals