Brand Tone

Educational, Storytelling, Collaborative, Inclusive, Appreciative (of nature & spirituality), Positive & Joyful, Professional & Quality-Conscious

Brand Values

• •Reconciliation
• •Cultural Preservation & Sharing
• •Connection to land, sea, community, ancestry, and spirituality
• •Authenticity
• •Collaboration
• •Quality Craftsmanship
• •Meaningful Art

Best Practices

• •Don't just describe the visual; explain the meaning.
• •Use Indigenous words for artwork titles or concepts where appropriate and explain them.
• •Ensure these themes are present in overarching brand messaging and specific product descriptions where relevant.
• •Highlight Quality and Authenticity: Mention the museum-grade materials, the Giclée printing process, and the Certificate of Authenticity to build trust and underscore the value of the art.
• •Maintain a Balance of Reverence and Joy: While treating cultural aspects with deep respect, also allow the vibrancy and joy from Hayley Ledden's contemporary contribution to shine through, reflecting the positive and hopeful nature of the collaboration.

Social Perception

The collaboration is viewed positively as an act of reconciliation and cultural bridging. The focus on quality materials suggests a perception of value and longevity.

Copy Examples

• •Bring home a piece of authentic Australian culture.
• •What story will your walls tell?
• •Together, they create art that honors heritage and inspires a shared future.
• •Each piece comes with its story, ready to inspire.
• •Headline: "Ngumbin" (Home): Feel the Ancestral Connection. Bring this powerful narrative into your space.