Brand Tone

Professional, reliable, quality-oriented, and service-focused.

Brand Values

• •Quality
• •Reliability
• •Customer Support
• •Accessibility & Affordability

Best Practices

• •Leverage Your Heritage: Always connect the new venture (art posters) with the established reputation of the Fringe printing service. Use phrases like "Two decades of printing excellence," "The quality trusted by performers," or "From the stage to your wall" to build instant credibility.
• •Maintain a Professional, Direct Tone: Avoid overly casual slang or jargon. Your established brand voice is one of reliability and expertise. Keep sentences clear, direct, and informative, focusing on the product's tangible benefits (paper weight, print quality, durability).
• •Focus on "Quality" as a Keyword: The word "quality" is your strongest asset. It appears in your art poster descriptions and in every testimonial for your printing services. Weave it into all marketing copy to create a consistent message across both sides of the business.
• •Tell the Story of Reliability: Frame your products not just as items, but as the result of a reliable process. Use language that conveys care and precision, such as "meticulously packaged," "printed to order," and "inspected for perfection." This speaks to the trust your festival clients have in you.
• •Create a Unified "About Us" Narrative: Your website needs a single, cohesive "About Us" page that tells the whole story. Start with the 20 years of Fringe printing and explain how that experience led to the creation of the poster store. This will eliminate brand confusion and turn a potential weakness into a unique strength.

Social Perception

Overwhelmingly positive as a trusted, essential, and high-quality supplier within its niche of Edinburgh Fringe printing. For the general public looking for art posters, there is virtually no social perception due to a lack of online presence, reviews, or social media engagement, leading to potential confusion.

Copy Examples

• •Beyond the Festival. The same commitment to quality, now on your walls. Discover our collection of museum-grade art posters.
• •From the rush of the Fringe to the calm of your home. We've printed for the stage for 20 years; now we're curating for your space. This is 'Blade Runner 2049' printed on premium, long-lasting matte paper. #TheFringeStore #WallArt #MoviePosters #QualityPrint
• •Subject: Welcome to The Fringe Store. Thank you for your order! For two decades, we've been the trusted printer for artists under pressure. We bring that same reliability and dedication to quality to every poster we ship. Your order is now being processed and will be shipped in sturdy, protective packaging to ensure it arrives in perfect condition.
• •The 'Abstract Shapes No. 4' Poster. Designed in-house and printed with precision. We use heavyweight, 170 gsm archival paper for a crisp, clean finish that lasts. The art may be abstract, but our promise of quality is crystal clear.
• •For over 20 years, The Fringe Store has been the silent partner for hundreds of artists at the world's largest arts festival. We thrive on tight deadlines and high standards. We've taken that expertise and passion for print and channeled it into a new collection—curated art posters for your personal space. The same quality, the same reliability, a new canvas.