Brand Tone

authentic, artistic, and community-centric; understatedly cool, straightforward, and insider

Brand Values

• •Authenticity
• •Creativity & Design
• •Community
• •Quality

Best Practices

• •Speak from Within the Culture: Use language that is natural and authentic to skateboarding without overusing slang. The tone should be knowledgeable and passionate, like one skater talking to another.
• •Lead with Visuals, Support with Copy: The brand's strength is its visual aesthetic (deck art and videography). The copy should always complement the visuals be direct, concise, and let the product or the skating do most of the talking.
• •Hero the Community: Always center the team riders and the broader NZ skate community in the narrative. Frame products around how they support and are used by real skaters.
• •Emphasize "Art" and "Creativity": Consistently use words like "artistic," "canvas," "design," and "creativity" when describing the decks to reinforce the brand's unique position in the market.
• •Maintain a Consistent "Less is More" Approach: Avoid hype-filled, exclamation-heavy copy. The brand's "cool" factor comes from its understated confidence. Simple, declarative statements are more powerful and aligned with the established tone.

Social Perception

Legitimate and respected core skate brand in New Zealand; dedicated contributor to the local scene; high quality and appeal validated by presence in specialized shops and contribution to the skateboarding community.

Copy Examples

• •Built for the streets, designed to be seen. The new [Deck Name] series is here. Your canvas, your ride. #DecoSkateboards #NZSkate
• •Spring/Summer '25. Fresh decks and soft goods inspired by our crew, for yours. Shop the full collection now. #DecoSkateboards
• •Team rider [Skater's Name] making it look easy. This is what it's all about. 🛹: The 'Forever in Paradise' 8.38". #DecoSkateboards #SkateNZ
• •Subject: Inside the New Deco Drop. We don't just make skateboards. We live it. See the new gear our team is riding this season. Built with passion, right here in NZ.
• •Tired of the same old graphics? Ride something different. Deco Skateboards offers quality-built decks with a focus on art and creativity. Free shipping on orders over $99. Support a true NZ skate brand.