Brand Tone

Knowledgeable & Authoritative, Community-Focused & Supportive, Enthusiastic & Passionate, Approachable & Friendly, Confident & Playful

Brand Values

• •Expertise
• •Community
• •Customer Empowerment & Support
• •Quality
• •Authenticity & Passion

Best Practices

• •Infuse copy with genuine skating knowledge and derby insights. Use language that resonates with skaters, showing you get it.
• •Maintain a confident, enthusiastic, and slightly playful tone. Let the unique personality (inimitable Velocityraptor) shine through without being unprofessional.
• •Address your audience directly (e.g., skaters, derby fam). Reference local DC elements or the broader skate culture to foster a sense of belonging.
• •Frame product descriptions and advice around solving skater problems and enhancing their experience, reinforcing the value of finding the right product and fit FOR YOU.
• •Avoid overly corporate jargon. Write as passionate skaters talking to fellow skaters. Highlight the small local shop ethos and the direct involvement of derby people.

Social Perception

A Specialized Authority, Reliable & Trustworthy, Community-Embedded, Unique & Personality-Driven

Copy Examples

• •Stop wishing, start rolling smoother! ✨ The NEW [Bearing Brand] bearings are here, derby-tested and Velocityraptor-approved. Because life's too short for sluggish skates. Get yours and feel the awesome: [link to product] #DeptOfSkate #RollerDerby #SkateFast #GearUp
• •Boot fit blues got you down? 😩 Don't guess, get expert help! At Department of Skate, we speak fluent 'perfect fit.' Our derby-wise crew will match you with gear that feels like a second skin. Swing by the DC shop or DM us your S.O.S (Save Our Skates)! #SkateSupport #DerbyFit #DCSkateShop #ExpertAdvice
• •Hey DC skaters! 👋 What's your favorite spot to roll out in the District? From parks to rinks, we wanna know where the #DeptOfSkate community grinds, glides, and jams! Share your faves below! 👇 #DCSkates #RollerSkateCommunity #SkateLocal
• •More than just a skate shop. We're Department of Skate – DC's heart of roller derby, owned by skaters, for skaters. We stock the gear, share the knowledge, and celebrate every stride you take. Come find your awesome. [website link] #DerbyOwned #SkateLife #VelocityraptorApproved #WashingtonDC
• •Protect your awesome! 🛡️ From brain buckets to knee gaskets, we've got the derby-tested protective gear to keep you shredding safely. Because the only thing better than skating is skating again tomorrow. Shop smart: [link to safety gear] #SafetyFirst #SkateSafe #RollerDerbyGear #DeptOfSkate