Brand Tone

Serene, spiritual, inspiring, exclusive, and intimate; gentle, thoughtful, and deeply connected to the natural and historical significance of the Isle of Iona.

Brand Values

• •Creativity & Self-Expression
• •Nature & Landscape
• •Spirituality & Tranquility
• •Community & Connection
• •Authenticity & Expertise

Best Practices

• •Use Sensory and Evocative Language: Consistently use words that appeal to the senses and paint a picture of the Iona experience. Phrases like "misty mornings," "whispering winds," "salty air," and "ancient stones" reinforce the brand's connection to its environment.
• •Emphasize "Small" and "Intimate": Always highlight the exclusivity and personal nature of the retreats. Use words like "small group," "six participants," "personal guidance," and "like-minded community" to create a sense of a special, shared journey.
• •Lean into the Spiritual Heritage: Don't shy away from the mystical and historical aspects of Iona. Referencing its history as a "sacred island," a place of "pilgrimage," and a "thin place" adds a layer of depth and appeal that commercial retreats cannot match.
• •Maintain a Calm and Gentle Tone: The copy should feel like a quiet conversation. Avoid aggressive sales language, excessive exclamation points, or urgent calls-to-action. Instead, use invitations like "Join us," "Discover," "Explore," and "We invite you to."
• •Focus on Transformation, Not Just Activity: Frame the retreats as a transformative experience. The goal isn't just to learn to draw; it's to "connect with your inner world," "awaken joy and playfulness," and "lift your heart." The copywriting should reflect this deeper benefit.

Social Perception

The brand is perceived as offering a premium, intimate, and deeply restorative experience for a niche audience valuing quiet contemplation and artistic immersion. The island is viewed as a "thin place" highly sought-after for inspiration and solitude, with the brand's lack of flashy online presence contributing to its authenticity.

Copy Examples

• •Email Subject Line: The Stillness of Iona is Calling. Awaken Your Creativity. Body: Let the ancient landscapes of Iona be your guide. Our 5-night creative retreat is an invitation to slow down, connect with your inner artist, and create in a land rich with history and spirit. Limited to six participants. Discover your sanctuary.
• •Website Headline: Find Your Flow Where the Veil is Thin Sub-headline: Join a small group of kindred spirits on the sacred Isle of Iona. Explore mindful mark-making and drawing workshops designed to connect your creativity to the soul of the island.
• •Ad Copy (for a print or online art magazine): Image: A stunning, windswept photo of an Iona beach. Text: Your art is waiting for a moment of true peace. Immerse yourself in a world of artistic inspiration with Iona Creative Retreats. Guided by resident artist Mhairi Killin, our intimate workshops are a journey into the heart of the Hebrides. For beginners and practicing artists alike.
• •Descriptive Text for a Brochure: Our retreats are more than workshops; they are a pilgrimage to your creative core. We believe in the power of place to unlock what s within. Here, surrounded by the island s colourful rhythms and otherworldly tranquility, you will have the time and space to simply be, and to create from a place of deep connection.
• •Social Media Post (if they were to create one): There are places that quiet the mind and awaken the soul. Iona is one of them. Take a deep breath and give yourself the gift of time time to see, to feel, and to create. #IonaCreativeRetreats #ArtistRetreat #IsleOfIona #CreativeJourney #MindfulArt