Brand Tone

aspirational, authentic, and evocative. It blends professionalism with a deep sense of personal passion and storytelling. The language used is descriptive and emotional, aiming to transport the audience to the locations depicted in the photographs. Phrases like "capturing the heart & soul, the grit & grime and the bold & beautiful moments" define an approach that is both raw and refined. There's an undercurrent of adventurousness ("wandering spirit with an insatiable desire to explore") and a sense of wonder. The tone is also educational, as seen in blog posts that provide context for the images.

Brand Values

• •Storytelling
• •Authenticity & Humanity
• •Exploration & Adventure
• •Quality & Artistry
• •Transformation

Best Practices

• •Lead with the Story: Every piece of copy, from a product description to a social media caption, should start with the story behind the image. Use the location, the people, and the emotion of the moment as the hook.
• •Use Evocative and Sensory Language: Employ descriptive words that appeal to the senses. Instead of "nice picture," use phrases like "smoky & foggy, mysterious, colourful, bold, or edgy images" to reflect the brand's artistic vocabulary.
• •Emphasize Authenticity and Connection: Consistently weave in the brand's values of humanity and empathy. Talk about the people in the photos (with respect and permission), their lives, and the connection made during the encounter.
• •Maintain a Tone of Passionate Expertise: The copy should reflect deep knowledge and a lifetime of experience without being arrogant. Share insights about photography techniques or cultural context to establish authority and add value for the reader.
• •Bridge the Gap Between Art and Product: When writing for the shop, explicitly connect the fine art photograph to the product. Explain how the "grit & grime" or the "bold & beautiful" moments of a travel photo are translated into a unique piece of clothing or home decor, making the art accessible.

Social Perception

Kelly Beckta Photography is perceived as a high-quality, professional, and inspiring brand. The numerous awards and features in prestigious publications like National Geographic and The Guardian lend it significant credibility. She is viewed as an experienced and accomplished world traveler and photographer. The narrative of being a self-taught photographer who transitioned from a 29-year nursing career adds a layer of relatability and determination that is likely inspiring to her audience. Customer and public perception is shaped by this story of a passionate expert sharing her unique vision of the world. The brand is seen as a source of beautiful, story-rich art rather than just a commercial entity.

Copy Examples

• •Drape yourself in the stories of Lisbon. Our 100% silk scarf features a moment captured in the historic streets of Portugal, transforming a fleeting scene into a timeless piece of wearable art. It's more than an accessory; it's a conversation.
• •The world is full of unscripted moments. In the quiet chaos of a Havana street, I found this story of resilience and light. This barber, running his business against the odds, was a powerful reminder that beauty thrives everywhere. See the world through my lens. #KellyBecktaPhotography #Storytelling #Cuba #TravelPhotography
• •For 34 years and across 100 countries, my camera has been my translator. It helps me understand and share the soul of a place—from its vibrant colors to its quietest corners. Kelly Beckta Photography isn't just about images; it's about sharing the human stories that connect us all.
• •New Stories from Socotra: The World's Most Alien-Looking Place
• •Learn to capture more than a picture. Join me for a one-on-one street photography workshop in Toronto and discover how to find the stories waiting to be told in our own city. Let's turn the everyday into the extraordinary, together.