Brand Tone

Curated & Reverent.

Brand Values

• •Curation
• •Authenticity
• •Aesthetic Appreciation
• •Nostalgia
• •Quality

Best Practices

• •Prioritize "Show, Don't Tell": Use visuals as the primary storyteller. Keep copy concise and impactful, adding context and depth rather than describing the obvious. The product or image should always be the hero.
• •Use an Elevated Vocabulary: Employ words like "artifact," "archive," "narrative," "iconography," "homage," and "testament." This reinforces the brand's intellectual and curatorial positioning. Avoid common, low-value retail words like "deal," "sale," or "must-have."
• •Maintain a Minimalist Approach: Less is more. Use short, declarative sentences. Allow for negative space in your copy, just as you do in your visual design. This creates a sense of confidence and sophistication.
• •Emphasize Story and Context: Frame every product within a larger narrative. Is it from a specific era? Does it represent a particular design movement? Does it honor a legendary team or player? This context is your key differentiator.
• •Speak as a Curator, Not a Salesperson: The goal is to inform and share a passion, not to overtly sell. The copy should educate the audience and deepen their appreciation. The sale is a natural result of this shared appreciation.

Social Perception

Viewed as a trusted authority and tastemaker in the niche where sports, fashion, and art converge. Perceived as high-end, niche, intellectual, and artistic, with overwhelmingly positive sentiment from its community.

Copy Examples

• •A testament to triumphs past. This original 1970s wool pennant captures a moment in time. A piece of history, preserved.
• •The geometry of sport. Lines, form, and the singular focus of an athlete in their element. The art of the game is timeless.
• •The iconography of a champion. Our latest release pays homage to the visual language of the teams that defined an era. Crafted from premium cotton.
• •FRANCHISE Issue 09 is here. Inside, we explore the unsung narratives and forgotten aesthetics of the sporting world. A new volume for the archive.
• •Franchise is a platform for the art of sport. We are a curatorial practice dedicated to discovering and sharing stories told through design, photography, and apparel. We celebrate the artifacts of the game.