Brand Tone

Authentic & Heartfelt, Proud & Empowered, Respectful & Educational, Joyful & Vibrant, Feminine & Matriarchal, Connected & Healing

Brand Values

• •Culture & Heritage
• •Family & Matriarchy
• •Authenticity & Purpose-Driven
• •Sustainability & Ethical Practices
• •Creativity & Craftsmanship
• •Connection & Healing
• •Community & Giving Back

Best Practices

• •Root Everything in Story: Every piece of copy, from a product description to a social media post, should connect back to the core stories of culture, family, Country, or healing. This ensures authenticity and depth.
• •Embrace Gumbaynggirr Language (Sparingly & Respectfully): Incorporating Gumbaynggirr words (with translations) for collection names, artwork titles, or key concepts reinforces cultural identity and offers an educational element. Ensure accurate usage and context.
• •Highlight the "Why": Communicate the passion and purpose behind the brand – not just what they sell, but why they create (e.g., cultural preservation, healing, connection, empowerment).
• •Maintain a Voice of Warmth and Respect: Whether discussing art, culture, or products, the tone should always be inviting, respectful of cultural significance, and appreciative of the customer's interest and support. Avoid overly commercial or transactional language.
• •Visual and Textual Harmony: Ensure the visual elements (bright colours, cultural motifs, images of the artists and Country) are consistently complemented by copy that reflects the same vibrancy, authenticity, and connection to heritage. The tone should feel like a natural extension of their art.

Social Perception

Respected & Admired, Culturally Significant, High Quality & Beautiful, Empowering & Inspiring, Authentic Collaborators

Copy Examples

• •Instagram Post (Showcasing a new dress): Flow with the spirit of Gumbaynggirr Country. Our new [Dress Name] dress, crafted from sustainable linen, carries the vibrant stories of our ancestors in every thread. Wear a piece of living culture, feel the strength of our matriarchs, and let your spirit shine. #MiimiAndJiinda #WearableArt #IndigenousFashion #CultureStorytelling #SustainableStyle
• •Website Banner (Homepage): Miimi & Jiinda: Weaving ancient stories into contemporary designs. Discover authentic Aboriginal art, fashion, and homewares, born from the heart of Gumbaynggirr Country. More than just products, it's a celebration of culture, family, and healing. [Shop Now]
• •Product Description (Artwork Print): Gaagal (Ocean) - Fine Art Print. Let the ancestral wisdom of the ocean flow into your space. This piece, 'Gaagal,' is our totem, representing our deep connection as Saltwater People to the Gumbaynggirr coast. Each brushstroke tells a story of resilience, connection, and the enduring spirit of our land. Bring healing and vibrant culture into your home. Printed on archival paper, a timeless story for your walls. [Inspired by 22]
• •Facebook Ad (Promoting a homewares collection): Adorn your home with stories that matter. The Miimi & Jiinda homewares collection brings the warmth, colour, and spirit of Aboriginal artistry to your everyday. Ethically crafted, culturally rich – create a space that reflects deep connection and vibrant heritage. Explore the collection.
• •Email Newsletter Snippet (Announcing a new collaboration): Sharing Our Stories, Together. We're thrilled to announce our new collaboration with [Partner Brand]! This partnership is built on shared values of respect, creativity, and a love for authentic storytelling. Discover how we're bringing Gumbaynggirr artistry to new horizons, together. [Learn More]