Brand Tone

Sophisticated, Curated, Academic, Passionate

Brand Values

• •Artistic Integrity
• •Curation and Exclusivity
• •Promotion of Talent
• •Intellectualism
• •Quiet Confidence

Best Practices

• •Lead with the Concept: Always begin with the "why," not just the "what." Start with the idea, the artistic research, or the philosophical underpinning of the piece or exhibition.
• •Use a Sophisticated Vocabulary: Employ precise and evocative language. Words like "dialogue," "investigation," "materiality," "conceptual," and "tectonics" align with the brand's academic tone. Avoid generic, overly commercial, or simplistic terms.
• •Maintain a Formal and Respectful Tone: Address the audience as discerning peers. The tone should be one of shared passion for design, not a transactional seller-to-buyer relationship. Use "we are pleased to present" instead of "check out our new product."
• •Attribute and Elevate the Artist: Always place the designer or artist at the forefront of the narrative. The copy should celebrate their talent, process, and vision, reinforcing the gallery's role as a representative and champion of creators.
• •Let the Visuals Breathe: The copy should complement, not crowd, the high-quality imagery. Keep text concise and impactful. On platforms like Instagram, use the caption to add a layer of intellectual depth that the image alone cannot convey. Direct users to the website journal for more extensive narratives.

Social Perception

T&M Projects is perceived as a respected, high-end design gallery, a key player in the Brussels contemporary design scene. It is known for its discerning eye and commitment to innovative work, with its participation in prestigious fairs confirming its status in the international market. The brand is seen as a cultural institution contributing to the discourse on contemporary design, targeting collectors, interior designers, architects, and art/design connoisseurs.

Copy Examples

• •The Earth, shaped by fire and vision. We are honored to introduce the 'Terra' series by [Artist Name]. Each vessel is a testament to the raw dialogue between material and maker, a sculptural form born from an intensive exploration of volcanic glazes. A quiet power for any space. Discover the collection on our journal. #CollectibleDesign #ContemporaryCeramics #MaterialResearch #TMProjects
• •T&M Projects is a dialogue between form and concept. Founded in Brussels by Tom Peeters and Mathias van de Walle, our gallery is a platform for 21st-century design that challenges convention and celebrates material intelligence. We represent a curated selection of artists whose work tells a story—of process, of innovation, of beauty in its most essential state.
• •Subject: An Invitation | [Exhibition Title] by [Designer Name]. T&M Projects requests the pleasure of your company for the opening of '[Exhibition Title],' a solo presentation of new works by [Designer Name]. Join us for an evening dedicated to the radical potential of light and shadow, and explore a collection that redefines the boundaries between furniture and sculpture. [Date], [Time]. RSVP.
• •The mind behind the object. [Designer Name]'s practice is a rigorous investigation of structure and transparency. From their studio in [City], they transform industrial materials into objects of unexpected grace. T&M Projects is proud to represent their singular vision. Read our exclusive interview with the designer at the link in bio. #ContemporaryDesign #DesignArt #TMProjects #BrusselsGallery
• •T&M Projects returns to COLLECTIBLE this March. Visit us at Booth [Number] to experience new, seminal works from [Artist 1], [Artist 2], and [Artist 3]. This year, our presentation focuses on the theme of 'Altered Natures,' exploring how contemporary designers are interpreting the natural world through a futuristic lens. A curated vision of design for the 21st century. #CollectibleFair #DesignFair #ContemporaryDesign