Brand Tone

Proud, Celebratory, and Youth-Oriented.

Brand Values

• •Community & Unity
• •Quality & Craftsmanship
• •Legacy & Heritage
• •Inclusivity & Support
• •Empowerment

Best Practices

• •Center on "Pride" and "Legacy": Every piece of copy, from a tweet to a product description, should connect back to the core themes of pride, legacy, community, and heritage. Use these words and their synonyms consistently.
• •Speak the Language of the Community: Utilize terms and cultural references that resonate authentically with the HBCU and D9 communities (e.g., "Yard," "GHOE," specific strolls or calls), but always in a respectful and celebratory manner.
• •Balance Tradition with Trend: While the brand is rooted in history, the copy should feel modern and stylish. Juxtapose words like "legacy" and "heritage" with "style," "trend," and "fresh" to appeal to both alumni and current students.
• •Emphasize Quality and a Premium Feel: Use descriptive words that convey craftsmanship and comfort—such as "flawless embroidery," "ultra-soft," "premium feel," and "boutique quality"—to justify the product's value and align with customer feedback.
• •Create a Brand Voice Style Guide: Document the brand's tone, key messaging pillars, approved terminology, and "words to avoid." This ensures that anyone creating content—from social media managers to customer service reps— maintains a consistent and authentic voice.

Social Perception

The public and customer perception of HallPass.Shop is highly positive, especially among its target audience. The brand is perceived as a provider of high-quality, stylish, and meaningful apparel, and is considered authentic and genuinely connected to the community it serves.

Copy Examples

• •It’s more than a logo. It’s a legacy. The new Howard University collection is here to help you wear your story with pride. Crafted for comfort, designed to unite. Shop the legacy now.
• •Flawless embroidery for an unbreakable sisterhood. ❤️ #DST #DeltaSigmaTheta #D9 #HBCUPride #GreekApparel
• •Wear Your Pride. Share Your Story. Officially licensed, premium HBCU & D9 apparel designed to celebrate your journey and unite our community.
• •Back in Stock: The Aggie Pride Collection Is Here. Don't miss out! Your favorite NCAT designs are back. Quality, comfort, and a piece of home you can wear anywhere.
• •Celebrate your chapter's unique bond with apparel that's as strong as your connection. This custom piece is crafted with ultra-soft fleece and features flawless, vibrant embroidery to honor your letters. Inclusively sized and built to last, it’s the perfect way to represent your brotherhood/sisterhood on campus and beyond.