Brand Tone

Sophisticated, Mindful, Artistic, intentional, calm, evocative, poetic, and descriptive, creating an atmosphere of serene elegance and thoughtful craftsmanship.

Brand Values

• •Craftsmanship and Artistry
• •Mindful and Intentional Living
• •Collaboration and Community
• •Elegance and Sophistication
• •Personalization and Client-Centricity

Best Practices

• •Use Evocative, Sensory Language: Instead of simply describing a product, use words that evoke feeling, touch, and sight. Phrases like "tactile surface," "quiet presence," "a conversation between form and texture," and "architectural poetry" align with the brand's artistic and mindful values.
• •Tell the Story of Craft: Emphasize the human element behind each piece. Mention that items are "handcrafted," "made in our Porto atelier," or born from collaborations with local artists. This narrative reinforces the value of craftsmanship over mass production.
• •Focus on the "Why," Not Just the "What": The products are not just decor; they are tools for "mindful living." The copy should connect the aesthetic of the objects to a higher purpose, such as creating calm, fostering presence, or bringing artistry into the everyday.
• •Maintain a Minimalist Structure: The copy should mirror the visual aesthetic. Keep sentences clear, concise, and elegant. Use ample white space in website and email layouts. Avoid overly complex jargon, exclamation points, or aggressive calls-to-action. The tone should be an invitation, not a hard sell.
• •Weave Core Keywords Naturally: Consistently integrate key terms like "sculptural," "mindful," "artistry," "craftsmanship," "atelier," and "Porto" throughout all copy. This not only reinforces the brand identity but also improves SEO and creates a cohesive language across all platforms.

Social Perception

Thema Atelier is perceived as a high-end, artistic, and sophisticated brand specializing in architecture and interior design. Clients and collaborators view the brand as a creative partner capable of transforming spaces into 'stunning works of art.' It is seen as professional yet approachable, with a strong focus on client comfort and understanding, maintaining a positive reputation within the design community.

Copy Examples

• •Sculpting Serenity. Bespoke objects and interiors for mindful living.
• •The Terra Vase. A conversation between form and texture, handcrafted in our Porto atelier to bring a quiet, sculptural presence to your space. Each curve is an invitation to pause, to touch, to be present.
• •An Invitation to a Slower Space | Inside the Thema Atelier Showroom
• •Our Plaster Column is more than an object; it is a piece of architectural poetry for your home. Cast and finished by hand, its minimalist form and tactile surface are designed to interact with light, creating subtle shifts in shadow and mood throughout the day. A quiet statement of artistry, made with intention in Portugal.
• •The art of a tranquil corner. Discover how minimalist forms and natural textures can create a space for reflection and calm. From the Thema Atelier design journal.