Brand Tone

Passionate, Academic, and Proudly Indigenous

Brand Values

• •Cultural Integrity & Sovereignty
• •Education & Advocacy
• •Quality & Craftsmanship
• •Authenticity
• •Community & Connection

Best Practices

• •Integrate Te Reo Māori Authentically: Continue using Māori terms where appropriate (e.g., whakapapa, mana, kākahu, toi). Always use them correctly and in a context that honors the culture, reinforcing the brand's indigenous foundation.
• •Lead with the "Why": Start all communication, from product descriptions to social media posts, with the narrative or the purpose behind the art. The story, research, and political context are the brand's strongest differentiators.
• •Maintain an Academic Underpinning: Reference the research, historical context, or cultural theory that informs the work. This reinforces the brand's authority and intellectual depth, separating it from purely decorative art.
• •Be Unapologetically Political: Do not shy away from the controversial or political nature of the work. The brand's tone is confident and challenging. Use strong, declarative sentences when discussing themes of colonization, appropriation, and cultural reclamation.
• •Use "I" and "My" to Reinforce Personal Connection: As the brand is the artist, using a first-person voice in blogs, interviews, and social media captions strengthens the authenticity and passionate connection between the creator, the art, and the audience.

Social Perception

Acclaimed & Respected, Authentic & High-Quality, Culturally Significant, Engaged & Professional

Copy Examples

• •Wear your heritage. Our new kākahu features the Puhoro pattern, a design that speaks of speed, strength, and genealogy. Each line tells a story of connection to the past and movement toward the future. Crafted from sustainable materials, this isn't just clothing; it's a statement. Available now.
• •River Jayden Art is more than a studio; it is a platform for advocacy. Rooted in rigorous academic research and a deep connection to Ngāti Tahu-Ngāti Whaoa whakapapa, my work deconstructs colonial narratives and celebrates the vibrant, living history of Māori culture. Each piece is an invitation to a dialogue—a politically charged and deeply personal exploration of identity.
• •‘Mana Motuhake’ - Limited Edition Giclée Print. This work is a visual representation of self-determination and sovereignty. Inspired by historical texts and the resilience of our ancestors, the intricate kōwhaiwhai patterns explore the journey of reclaiming our narrative. A powerful addition to any space that values history, art, and advocacy.
• •New Works: Sparking Debate, Inspired by Research
• •The conversation doesn't end here. Explore the collection to own a piece of this story, or share this post to help us challenge colonial perspectives and celebrate toi Māori (Māori art).