Brand Tone

Darkly Humorous, Whimsical & Fantastical, Sassy & Provocative, Mystical & Atmospheric, Authentic & Personal

Brand Values

• •Individuality and Self-Expression
• •Embracing the Shadow
• •Queer Affirmation
• •Humor as a Coping Mechanism/Tool
• •Artistic Craftsmanship & Versatility
• •Connection to Heritage & Place
• •Narrative & Storytelling

Best Practices

• •Embrace Dark Humor Confidently: Don't shy away from macabre jokes, sassy remarks, or a touch of the profane. The humor should feel clever and in on the joke with the audience.
• •Incorporate Mystical & Folkloric Language: Use words and phrases that evoke a sense of magic, witchcraft, and old-world charm, but give them a modern, sometimes irreverent twist. (e.g., conjure, hex, enchantress, crypt).
• •Be Unapologetically Bold: Use direct address and a confident, sometimes provocative, tone. Reflect the diva sass and unapologetic nature of Crisafi's characters.
• •Maintain a Whimsical Undercurrent: Even when dark or sassy, remember the playful and imaginative spirit. The brand isn't just about darkness; it's about the fun in darkness.
• •Stay True to the Artist's Voice: Continuously draw inspiration from Bill Crisafi's own descriptions of his work, his interviews, and the narratives embedded in his art. The copy should feel like an extension of his artistic world.

Social Perception

Uniquely Talented, Authentic, Iconic within Niche Communities, Provocative and Bold, Relatable despite the Fantasy

Copy Examples

• •She's not judging your life choices, she's just silently brewing a stronger potion. Our latest ✨mood✨, conjured by Bill Crisafi. Dare to hang this enchantress on your wall?
• •Spooky season is a state of mind, but this tee makes it a statement. Get your 'Ghouls Gone Wild' gear and let them know who really runs this haunted house. Witch, please.
• •Freshly dug up from the dark corners of Bill Crisafi's imagination. This isn't just merch, it's a whole damn vibe. You're welcome. 💀
• •Your crypt called, it's looking a little bare. Hexcellent deals inside! 🔮
• •For those days when your soul is as frosty as a New England winter. Embrace the chill. This [item type] is your official uniform for surviving... well, everything. You got this, bitch.