Brand Tone

Professional, Authoritative, and Utilitarian.

Brand Values

• •Security and Safety
• •Reliability and Trust
• •Compliance
• •Customer Service

Best Practices

• •Prioritize Clarity Over Creativity: The primary goal of the copy is to inform, not to entertain. Use clear, direct, and unambiguous language. Avoid marketing buzzwords, slang, or overly clever phrasing.
• •Focus on 'Why,' Not Just 'What': Instead of just listing product features, explain why those features are important to a correctional facility. Frame features as benefits related to safety, compliance, durability, and cost-effectiveness. For example, 'RF welded seams' becomes 'RF welded seams to prevent concealment of contraband.'
• •Speak the Client's Language: Use industry-standard terminology that a warden, sheriff, or purchasing manager would use. This demonstrates expertise and shows that the brand understands the client's world, including terms like 'mandated requirements,' 'institutional standards,' and 'facility security.'
• •Maintain a Formal and Respectful Tone: Address the audience as professionals managing critical infrastructure. The copy should be helpful and service-oriented, but maintain a professional distance. Avoid an overly familiar or casual tone.
• •Ensure Visuals Match the Tone: All visuals on the website, in catalogs, or in presentations should be clean, professional, and product-focused. Avoid lifestyle imagery or anything that could be misinterpreted as trivializing the serious nature of the corrections environment. The visuals should reinforce the brand's utilitarian and security-focused identity.

Social Perception

For its target market, ADS is perceived as a necessary and specialized vendor, valued for product quality, adherence to security standards, competitive pricing, and logistical reliability. The brand is virtually unknown to the general public, but exists within a broader industry often critically viewed regarding the ethics of privatization and inmate treatment.

Copy Examples

• •Field-Tested Security Solutions. Engineered for Control and Compliance.
• •ADS Q3 Catalog: Upgraded Inmate Uniforms & Bedding.
• •Minimize risk without compromising hygiene. Our flexible, no-shank toothbrushes are designed for maximum inmate safety and meet stringent institutional standards. A proven solution for high-security environments.
• •For over 30 years, American Detention Supplies has been the trusted partner for correctional facilities nationwide. We deliver reliability, security, and peace of mind through a comprehensive catalog of institution-ready products.
• •Equip your facility with confidence. Contact our institutional supply specialists today for a customized quote based on your specific operational needs.