Brand Tone

Approachable professionalism: a blend of high-end aesthetic with a warm, personal, and inclusive voice. Communication is welcoming, encouraging, inspiring, and passionate, aiming to demystify the art-buying experience.

Brand Values

• •Passion for Art
• •Inclusivity and Accessibility
• •Community
• •Support for Scandinavian Artists
• •Personal Connection

Best Practices

• •Lead with Passion, Not Just Product: Always frame the art in terms of emotion, story, and experience. Instead of just listing dimensions and materials, talk about how the piece feels or what it represents.
• •Use "We" and "You" to Foster Community: Address your audience directly and use inclusive language. This reinforces the idea of a shared space and conversation, rather than a transactional relationship.
• •Tell the Stories Behind the Art: Every piece and every artist has a story. Share these narratives to build a deeper connection between the art and the potential buyer. This aligns with the brand's value of personal connection.
• •Maintain a Warm and Welcoming Voice: Even in professional communications, ensure the tone is inviting. Simple phrases like "Come say hello" or "We'd love to see you" can make a significant difference.
• •Be Visually Consistent: The clean, bright, and modern aesthetic of the gallery should be reflected in all visual content. This non-verbal communication is a crucial part of the brand's professional yet approachable tone.

Social Perception

Welcoming and Friendly, Aesthetically Pleasing, Passionate and Authentic

Copy Examples

• •Art should make you feel something. This stunning new piece by [Artist Name] just arrived, and it fills our space with such a serene energy. We believe art is a conversation, and this sculpture has so much to say. Come and listen. #GalleriHammar #ScandinavianArt #NewArrivals #ArtThatSpeaks
• •Step into the world of [Artist Name]. Our next exhibition, '[Exhibition Title],' is an exploration of color, emotion, and the beauty of the imperfect. Join us for the opening night and meet the artist behind these captivating works. Let's share a glass of wine and a conversation about art.
• •Your walls are telling a story. Let's make it a beautiful one. At Galleri Hammar in Vasastan, we believe that art is for everyone. Discover a curated collection of unique works from exciting Scandinavian artists in a relaxed and welcoming atmosphere. Your new favorite piece is waiting.
• •From Our Walls to Yours. This week at Galleri Hammar, we're celebrating the quiet power of minimalist art. Discover pieces that bring a sense of calm and clarity to any room. As part of our community, we're offering you a first look at our newest acquisitions before they're released to the public. Thank you for being part of our story.
• •Art shouldn't be intimidating. At Galleri Hammar, we connect passionate artists with art lovers. We're thrilled to be at the Affordable Art Fair, bringing a selection of inspiring and accessible Scandinavian art. Come say hello to our founders, Mimmi and Tomas, and let's find a piece that you'll love for a lifetime.