Brand Tone

The prevailing tone of Dream Working is aspirational, motivational, and deeply personal. The brand story is rooted in the founder's personal journey, blending the cultural influences of New York and Toronto. The language used is encouraging and speaks to a community of "dream workers"—individuals actively pursuing their goals. There's an undercurrent of resilience and hustle, aiming to inspire customers to overcome challenges. The brand also positions itself as a "luxury streetwear" label, suggesting a tone that is both accessible and exclusive.

Brand Values

• •Self-Expression
• •Perseverance and Hard Work
• •Hope and Happiness
• •Authenticity and Quality
• •Community

Best Practices

• •Lead with the 'Why': Every piece of copy, from a product description to a social media caption, should connect back to the core values of aspiration, hard work, and self-expression.
• •Use Storytelling: Continue to weave the founder's journey and the brand's origin story into the marketing narrative. Personal anecdotes of overcoming obstacles will resonate with the target audience.
• •Emphasize 'Luxury Streetwear': Use descriptive words that convey both comfort and quality. Highlight the attention to detail, fabric choices, and the overall premium feel of the garments.
• •Foster a Sense of Community: Use inclusive language like "we," "us," and "our community." Encourage user-generated content where customers can share how they are "dream working" in the brand's apparel.
• •Maintain an Inspirational Voice: The tone should always be uplifting and motivational. Use active verbs and empowering phrases that encourage customers to pursue their own ambitions.

Social Perception

Due to the lack of an external online footprint such as social media presence or customer reviews, the social perception of Dream Working is difficult to gauge from the public's perspective. The brand's perception is, therefore, primarily shaped by the narrative it presents on its website and in a YouTube interview with the founder. The intended perception is that of an inspirational and high-quality streetwear brand with a meaningful story. However, without customer testimonials or independent mentions, it is unclear how this intended perception translates to the general public.

Copy Examples

• •It's more than just a hoodie. It's a statement. Your dreams are valid, and the hustle is real. Wear your ambition. #DreamWorking #ASOT #LuxuryStreetwear
• •DreamWorking: The official uniform for the relentless. Crafted for comfort, designed for the driven.
• •The 'ASOT' Sweatpants aren't just made, they're inspired. Inspired by the 'series of thoughts' that fuel every dream. Made from premium materials for a luxury feel, because your journey deserves nothing less.
• •Born from the hustle of New York and the heart of Toronto, Dream Working is for those who do more than just dream. We are a community of dreamers and doers. This is our story. This is your canvas.
• •Don't just chase your dreams, work for them. Our latest collection is here to inspire your every move. Shop now and join the movement.