Brand Tone

elegant, personal, and inspiring

Brand Values

• •Originality and Authenticity
• •Emotional Connection
• •Accessibility
• •Quality and Craftsmanship

Best Practices

• •Always start by sharing the inspiration or the emotion behind the artwork. Use storytelling to describe the piece's origin, connecting the customer to the artist's creative process.
• •Incorporate words that describe feeling, color, and texture. Phrases like "vibrant palette," "intuitive brushstrokes," "joyful and uplifting," and "a sense of calm" align with the brand's expressive nature.
• •Use terms like "archival," "keepsake," "a piece to be treasured," and "investment piece" to reinforce the quality and permanence of the products, from prints to original canvases.
• •Write in the first person ("My art journey," "I hope you enjoy") where appropriate, especially on the website's story page and in email newsletters, to maintain the authentic, artist-led feel.
• •Tailor the copy to the product. For original paintings, use a tone that reflects their unique, high-value status. For printables and cards, adopt a slightly more inclusive and accessible tone that invites everyone to own a piece of the brand.

Social Perception

a high-quality, artist-led brand that delivers unique and emotionally impactful products. Customers express strong positive reactions, using words like "WOW!" and "exquisite." The feedback suggests that buyers feel they are acquiring something special and personal, whether it's a large painting or a small card. The artist is seen as talented and her work as a valuable addition to a home or as a meaningful gift.

Copy Examples

• •Introducing 'Finding Calm Within.' This piece is a journey through layers of soft acrylics and intuitive marks, created during quiet morning hours. It’s a reminder that even in chaos, there is a peaceful space inside all of us. I hope it brings a sense of tranquility to your home. Explore the details on the website. #NajmaMerchantArt #AbstractExpressionism #ArtForYourHome #OriginalArt
• •More than a message, it’s a keepsake. This original art card is a miniature print of the vibrant painting 'City in Bloom,' designed to be a small piece of art that can be framed and cherished. Printed on luxurious, archival paper, it’s the perfect way to share a meaningful moment. Because some messages deserve to last forever.
• •A Splash of Color for Your Inbox: New Art, Stories, and a Gift Just for You.
• •Najma Merchant Art is where color tells a story. From my studio in California, I create intuitive abstract paintings that are an extension of my travels and inner world. My mission is to make art that is both joyful and accessible, transforming spaces and connecting with people through original paintings, archival prints, and handcrafted decor. Thank you for being part of this colorful journey.
• •Give a gift that tells a story. Najma Merchant Art's collection of original art cards and archival prints are perfect for those who appreciate beauty and craftsmanship. Each piece is born from a moment of inspiration and designed to be treasured. Shop the collection for a truly unique and heartfelt gift.