Brand Tone

Approachable, Traditional, and Community-Focused

Brand Values

• •Heritage & Quality
• •Accessibility
• •Tangible Experience
• •Community & Sustainability
• •Curation

Best Practices

• •Lead with Heritage, Not Hype: Always lean on the brand's 45+ year history. Use phrases like "A tradition since 1978," "Decades of expertise," and "A cornerstone of the community" to build trust and differentiate from newer, purely online galleries.
• •Use Warm and Inclusive Language: Avoid overly academic or exclusive art jargon. Use words like "welcome," "discover," "your," "community," and "together." Frame the gallery as a guide and a partner on a creative journey, not as a gatekeeper.
• •Balance Local Roots with Global Ambition: When writing for an international audience, celebrate the gallery's Finnish origins. Use this as a mark of authenticity and unique perspective. For local content, speak directly to the Lappeenranta community to maintain that core relationship.
• •Highlight Craftsmanship and Tangibility: In a digital world, emphasize the physical nature of the work. Talk about "handcrafted frames," the "texture of a painting," and the "in-person experience." This reinforces the brand's core value of tangible art.
• •Tell the Artist's Story: Don't just sell a product; share the narrative behind it. Each piece of copy for an artwork should include a brief, relatable story about the artist or the inspiration behind the work, connecting the customer to the human element of the art.

Social Perception

The perception of Mai-Art Gallery appears to be that of a respected and integral local institution in Lappeenranta. It is seen as a reliable, expert source for art, supplies, and high-quality framing. Its long-standing presence has likely fostered a loyal customer base built on trust and personal interaction. The move to a more central location was made specifically to be more accessible to city residents, reinforcing its image as a community-oriented establishment. The current online presence is functional but basic, positioning it as a traditional brick-and-mortar business, though the pending sale and new web domains suggest an ambition to evolve this perception.

Copy Examples

• •Art should be shared. This month, we're honored to welcome the vibrant works of [Artist Name] to our gallery. Step in from the street and into a world of color. Every piece tells a story, and we invite you to come and listen. #MaiArtGallery #Lappeenranta #FinnishArt #ArtForEveryone
• •From our hands to your home. For over 45 years, we've been framing the memories and masterpieces of Lappeenranta. Bring us your treasured print, your child's first drawing, or that print you've been meaning to hang. We'll give it the handcrafted home it deserves. #MaiArtFraming #Since1978 #Craftsmanship
• •Founded in 1978, Mai-Art Gallery began with a simple dream: to create a space where anyone could experience and own beautiful art. Today, that dream lives on. While our roots are firmly planted in Finland, our passion for connecting artists with art lovers knows no borders. Welcome to our curated collection of Scandinavian and European art.
• •Your next masterpiece is waiting. Whether you're a professional artist or just starting your creative journey, you need tools you can trust. Our collection of art supplies is curated with the same care as our gallery walls. Quality materials for every creator. #MaiArtSupplies #CreateArt
• •A Finnish tradition, delivered to the world. Discover curated paintings, prints, and unique objects from the heart of Lappeenranta. Mai-Art Gallery is now online. #ScandinavianArt #ArtGallery #ShopArtOnline