Brand Tone

Humorous, ironic, self-aware, casual, direct, witty, and speaking as an insider.

Brand Values

• •Humor & Irreverence
• •Relatability & Connection
• •Originality & Self-Expression
• •Simplicity

Best Practices

• •Prioritize Wit Over Sales: The copy should always feel like an inside joke, not a sales pitch. Lead with humor and cleverness; the call to action should feel secondary and effortless.
• •Embrace Minimalism: Keep captions, headlines, and descriptions short and punchy. The power of the brand lies in its directness, so avoid long, explanatory text. Let the product do the talking.
• •Speak the Language of the Internet: Stay current with online slang, meme formats, and cultural conversations relevant to your audience. The copy should sound like it was written by a very online friend, not a marketing department.
• •Leverage Relatability: Center the copywriting around shared experiences, anxieties, and niche interests. Use "you" and "we" to create a sense of community and shared understanding.
• •Maintain Visual and Tonal Consistency: Ensure the tone of the copy always matches the minimalist, text-focused aesthetic of the products. The humor should be dry and clever, mirroring the simple yet impactful designs.

Social Perception

Perceived as a cool, clever, and "in-the-know" brand. It is seen as a go-to source for funny and unique apparel that reflects current online trends. Customers view the products as badges of identity within specific internet-savvy circles, highly relatable, authentic, and unpolished.

Copy Examples

• •Instagram Post (New Product): Image: A minimalist shot of a t-shirt that reads "Functioning on 3 hours of sleep and a diet coke." Copy: "Your new uniform is here. We won’t tell your boss if you won’t."
• •TikTok Video Concept: Video: A quick cut video showing someone looking exhausted at their desk, then cuts to them wearing a "Constantly Overwhelmed" hat and giving a slight, knowing smile to the camera, set to a trending audio about work-life balance. On-screen text: "When you find the perfect accessory to match your soul."
• •Website Homepage Banner: Headline: Oddly Specific Shirts for Oddly Specific People. Sub-headline: Wear your internal monologue.
• •Email Marketing Subject Line: Subject: For your next identity crisis. Body Preview: These might be too relatable.
• •Facebook/Instagram Ad: Image: A carousel of user-generated photos featuring different people wearing Casting Studio shirts in everyday situations. Headline: Warning: May Cause Knowing Nods from Strangers. Primary Text: We make the shirts you were already thinking about. Find your new favorite conversation starter.