Brand Tone

Empowering, Sophisticated, and Bold; confident, inspiring, intellectual yet accessible, passionate, and uplifting.

Brand Values

• •Empowerment
• •Artistic Integrity
• •Community
• •Resilience and Strength

Best Practices

• •Lead with the 'Why': Every piece of copy, from a social media post to an email, should connect back to the core mission of empowerment. Start by thinking, 'How does this amplify the voice of a Virago?'
• •Use Strong, Active Verbs: Employ powerful and evocative language. Words like 'Command,' 'Define,' 'Challenge,' 'Forge,' and 'Unleash' align better with the brand than passive or timid language.
• •Spotlight the Story: The narrative is as important as the art itself. Always tell the story behind the piece or the artist. This creates an emotional connection and reinforces the value of artistic integrity.
• •Maintain Sophistication without Alienation: The tone should be intelligent and respectful of the art, but always clear and accessible. Avoid jargon. The goal is to invite people into the conversation, not to exclude them.
• •Create a 'Virago' Persona Guide: Develop a simple internal document that asks, 'If Virago were a person, how would she speak?' Adjectives might include: Confident, Passionate, Eloquent, Unapologetic, and Insightful. All copy should be filtered through this persona.

Social Perception

A niche and respected entity within the arts community, perceived as a progressive and necessary platform championing diversity and feminist perspectives, associated with high-quality, meaningful art and powerful female creativity.

Copy Examples

• •Meet [Artist Name], a creator who wields her canvas like a shield and her palette like a sword. Her work doesn't just ask for your attention; it commands it. We are honored to welcome her fierce vision to the Virago collection. Discover her story. #ViragoArt #WomenInArt #ContemporaryArt #ArtWithAMessage
• •Art for the Bold. For the Unconventional. For the Virago in You. Explore collections that celebrate strength, challenge perspectives, and redefine beauty.
• •Inside the Studio: The Power and Process of [Artist Name]. We believe that art is a conversation, and [Artist Name]'s work speaks volumes. It tells stories of resilience, of identity, and of the quiet power that resides in all of us. This week, we invite you to step beyond the frame and into the world of a true Virago.
• •At Virago, we are committed to redrawing the art world's map. By providing a dedicated platform for female-identifying and LGBTQ+ artists, we aim to ensure their vital perspectives are not just seen, but celebrated. It's more than art; it's a movement. #ArtEquity #Virago #FemaleArtists #DiversityInArt
• •This piece is not a quiet statement. It is a roar. Through bold strokes and a defiant composition, [Artist Name] explores the complex narrative of modern femininity. It is an artwork that doesn't just hang on a wall —it holds its ground. A testament to the spirit of a Virago.