Brand Tone

Authentic, Raw, Unfiltered, Community-Centric, Direct, Unpretentious, Rugged, Passion-driven, Confident, Unapologetic

Brand Values

• •Authenticity & Rawness
• •DIY Ethos
• •Community
• •Documentation

Best Practices

• •Be Direct and Punchy: Use short, declarative sentences. Avoid fluff and get straight to the point. The copy should feel as immediate as a snapshot.
• •Embrace the Imperfect: The brand's aesthetic is raw. The language should reflect this. Use casual, honest language. Don't be afraid of a little grit.
• •Speak to the Community: Use "we" and "you" to create a sense of shared purpose. Reference the community of photographers and readers directly. Make them feel part of the ongoing project.
• •Stay True to the Mission: Always circle back to the core idea of documenting life. Phrases like "the continuing story of life on earth" are powerful and should be used to reinforce the brand's purpose.
• •Maintain a Consistent, Confident Voice: Whether on the website, social media, or in print, the tone should be unwavering. It's the voice of a brand that knows exactly what it is and doesn't seek outside approval.

Social Perception

Influential, Foundational, and Culturally Significant. Widely regarded as one of America's most influential photo zines, perceived as an authentic, anti-pretentious outlet that champions the raw reality of life, and a haven for lovers of analog and print.

Copy Examples

• •No gloss. No filters. Just life. The new issue is here. Get your copy before it's gone.
• •The world doesn't wait for you to be ready. Photo by [Photographer's Handle]. See more in Issue #XX.
• •Your world, your story. We want to see it. Submissions are open. Show us what you've got.
• •Wear your view. The HAMBURGER EYES classic tee. Made for the streets.
• •Since 2001. Publishing the continuing story of life on earth. One photo at a time.