Brand Tone

Awe-Inspiring, Passionate, and Technical

Brand Values

• •Awe and Wonder
• •Exploration and Discovery
• •Artistic Integrity and Quality
• •Connection to Nature
• •Environmental Awareness

Best Practices

• •Lead with Wonder: Start captions and descriptions with evocative language that captures the sense of awe and the emotional response to the landscape, rather than just describing the location. Use words like "enchanting," "transfix," "awe," and "wonderment."
• •Tell the Story of Exploration: Weave in the narrative of the journey behind the image. Whether it's the challenge of an aerial shoot, the history of the location, or the personal motivation for the trip, this adds depth and reinforces the value of exploration.
• •Emphasize Artistic Quality: Use phrases like "museum-grade quality," "fine art print," and "artistic interpretation" to elevate the work beyond a simple photograph and align with the brand's commitment to quality.
• •Connect to a Deeper Purpose: Whether it's a childhood passion, a family legacy in aviation, or a commitment to environmental awareness, linking the photography to a core value makes the brand more relatable and meaningful.
• •Maintain a Passionate, Respectful Tone: The language should always reflect a deep love and respect for nature. Avoid casual or trendy slang. The voice is that of a passionate artist and dedicated craftsman who is continually humbled by the natural world.

Social Perception

Tim Wrate is perceived by the public and his peers as a highly skilled and masterful landscape photographer. Reviews and comments on photography forums and social media are consistently positive, often expressing admiration for his work's breathtaking quality. He is described by fellow photographers as having an "excellent sense of composition" and a "love for his surroundings." His numerous awards and features in publications like Australian Geographic solidify his reputation as a preeminent photographer in his field. The collaborative nature of his projects also suggests he is a respected member of the photographic community.

Copy Examples

• •From above, the world reveals its secrets. This isn't just a photograph; it's a glimpse into the raw artistry of nature, a pattern of earth and water that tells a story millions of years in the making. Bring the soul of the Australian landscape into your home. #ArtOfNature #AerialPhotography #TimWrate
• •There's a moment, just before the sun breaks the horizon, when the world holds its breath. We live for that moment. Captured with a passion for light and a deep respect for the wild, this panoramic print is more than a view—it's a feeling. #Seascape #FineArt #AustralianCoast
• •The journey continues. After countless hours in the air and days of exploring Australia's most remote corners, my new collection, 'Untamed Vistas,' is here. Each image is a testament to the wild heart of our continent. Explore the collection now. #NewArt #LandscapePhotography #Exploration
• •Flying over the Kimberley, you lose all sense of scale. What look like delicate veins are ancient river systems carving through the rugged land. It’s a humbling reminder of nature’s power and patience. This pursuit is driven by a childhood fascination with maps and a family history of flying—a passion I’m honored to share with you through my work. #BehindTheLens #Australia #FromAbove
• •This is a landscape in peril. Once a thriving wetland, now a ghost of its former self due to rising salinity. As a photographer, I feel I have no choice but to raise my voice. A portion of proceeds from this print will be donated to conservation efforts in the region. Let's protect the beauty that inspires us. #ClimateAction #ConservationPhotography #ForThePlanet