Brand Tone

Artistic & Contemplative; Minimalist & Confident; Technical & Appreciative

Brand Values

• •Excellence & Quality
• •Connection to Nature
• •Artistic Integrity
• •Simplicity & Focus

Best Practices

• •Prioritize Visuals, Support with Words: Always let the photography be the hero. Use copy to add context, depth, or a touch of narrative, but never to oversell or distract from the image. The words should complement the visual, not compete with it.
• •Maintain a Refined Vocabulary: Use words that reflect the brand's values: "contemplative," "essential," "form," "texture," "light," "serenity," "composition." Avoid slang, overly casual language, or aggressive sales jargon ("Hurry!", "Buy Now!"). Use calls-to-action that are invitations, such as "Explore," "Discover," or "View the Collection."
• •Speak from the Artist's Perspective: Use the first-person ("I," "my") when sharing personal reflections or the story behind a piece. This reinforces the brand's authenticity and the fact that it is driven by a single artistic vision. For more objective descriptions (like the store), a sophisticated third-person voice is appropriate.
• •Incorporate Technical Details Subtly: Mentioning film stock (e.g., "Portra 400"), printing paper ("Hahnemühle Photo Rag"), or process details ("long exposure") adds credibility and appeals to a knowledgeable audience. It should be done factually and without pretension.
• •Be Consistent Across All Channels: The tone used on the website's "About" page should feel connected to the tone of an Instagram caption or an email newsletter. Create a simple style guide with key brand words and a consistent voice to ensure every piece of communication feels authentically KOSTMAN.

Social Perception

High-End & Aspirational; Talented & Skillful; Niche & Respected

Copy Examples

• •Where water meets land, a new perspective emerges. Captured on Portra 400 film, this is the earth's canvas from above. Now available as a limited edition print. Link in bio. #FineArtPhotography #AerialView #AbstractNature #AndrewKostman #ShotOnFilm
• •My work is a meditation on form, light, and landscape. I use both digital and analog tools to strip scenes down to their essential elements, inviting the viewer to find the extraordinary in the familiar. Each image is a testament to the patient observation and the quiet dialogue between artist and environment.
• •I'm proud to introduce "The Silence of the Desert," a new collection of six photographs exploring the stark beauty and subtle textures of the Mojave. This series is a journey into solitude and scale, captured over a year of exploration. Discover the full series and acquire a piece of the stillness for your space.
• •An intimate study of coastal patterns, "Tidal Flow I" captures the ephemeral artistry of the ocean. The interplay of light and shadow on the water's surface creates a composition that is both dynamic and serene. Printed on Hahnemühle Photo Rag for archival quality, this piece brings the contemplative energy of the sea into your home or office. Details: Archival Pigment Print, Signed and Numbered Edition of 25.
• •Seeking a statement piece that embodies both sophistication and soul? The photography of Andrew Kostman offers a unique blend of natural abstraction and minimalist elegance, perfect for discerning clients. Explore our limited edition prints and elevate your design projects.