Brand Tone

Knowledgeable, inclusive, and community-focused.

Brand Values

• •Accessibility
• •Community
• •Education
• •Craftsmanship & Quality
• •Curation & Artistic Integrity

Best Practices

• •Always use welcoming language, emphasizing that 'all are welcome,' 'for every skill level,' and to 'join the conversation' to reinforce accessibility.
• •When discussing technical art processes, briefly explain their significance, presenting them as exciting opportunities for participation rather than exclusive terms.
• •Explain the 'why' behind art; connect exhibitions to broader themes and the brand's mission, going beyond simple announcements.
• •Highlight the 'maker' story and craftsmanship by sharing behind-the-scenes content of artists at work, reinforcing the 'making, learning, and showing' mantra.
• •Include a call to action or engagement in every piece of copy, inviting interaction such as questions, comments, visits, or workshop bookings, to turn passive audiences into an active community.

Social Perception

Peacock & Worm is perceived as a highly respected creative powerhouse and a leading contemporary art organization, integral to Aberdeen's arts scene. It is seen as a welcoming, educational environment that actively fosters community and cultural engagement.

Copy Examples

• •Your idea, in print. Our open-access workshop is for everyone—from first-time dabblers to seasoned printmakers. With expert support and facilities for everything from screen printing to risograph, the only thing you need to bring is your curiosity. Link in bio to book your induction.
• •Art should interrupt the everyday. Join us this Friday for the opening of 'Dark nights, bright stars,' a new exhibition exploring cultural activism through the years. Free entry. All are welcome to an evening of art, dialogue, and community. #PeacockAndTheWorm #AberdeenArt
• •Own a piece of Aberdeen's creative heart. This limited edition screen print was created in our studio by artist Ade Adesina. Each purchase directly supports the artist and our mission to keep art accessible for all in the North East. Shipped with 40 years of expertise in handling fine art.
• •What does community look like? For us, it's a shared table covered in ink, a gallery buzzing with conversation, and a new generation of artists getting their start. We are Peacock & Worm. A workshop and a space for art. #Scotland #Printmaking
• •We're taking art to the streets! Catch our mobile print station at Community Con this Saturday. We'll be helping you press your own designs and make custom badges. Come say hello, make something cool, and celebrate the amazing community groups that make Aberdeen special.