Brand Tone

Passionate & Personal, Empowering & Celebratory, Artistic & Authentic. The narrative is deeply personal, stemming from the founder's experiences and connection to her alma mater. Language is uplifting, aiming to inspire pride in HBCU culture, and emphasizes genuine artistry over fleeting trends.

Brand Values

• •Cultural Heritage & Pride
• •Artistic Expression
• •Community & Connection
• •Accessibility
• •Inspiration

Best Practices

• •Lead with the "Why": Always connect the product back to the mission. Instead of just saying "New Hoodie Available," say "Wear the Legacy: Our New Hoodie Celebrates HBCU Excellence."
• •Use Storytelling: Weave the founder's personal journey and the origin of the artwork into product descriptions, social media posts, and 'About Us' pages to build a strong emotional connection.
• •Emphasize Authenticity: Continuously use words like "authentic," "original," "artisanal," and "inspired by" to differentiate the brand from mass-market apparel. Highlight that designs come from real paintings.
• •Speak to the Community, Not Just the Customer: Use inclusive and empowering language like "Join the movement," "Wear your support," and "Amplify the culture." This fosters a sense of belonging and shared purpose.
• •Maintain a Personal Voice: Write copy as if it's coming from the founder. Use "I" and "we" to maintain the personal, passionate feel of the brand's origin story, making the communication feel genuine and direct.

Social Perception

The intended perception is that of an authentic, mission-driven company that offers more than just clothing. It is for individuals who want to make a statement of pride and support for Black excellence and education. The designs, being derived from actual paintings, are meant to be seen as unique and meaningful. The personal story of the founder adds a layer of trust and authenticity that larger, mass-produced apparel brands may lack. The print-on-demand model also suggests a commitment to responsible production.

Copy Examples

• •This isn't just a hoodie. It's a statement. It's the legacy of culture, the power of education, and the beauty of authentic art. Every thread is inspired by an original painting, created to celebrate the spirit of HBCUs. Wear the movement. #HBCUArtWear #HBCUPride #ArtisanalArtwear #HowardUniversity
• •Art, Culture, and a Hoodie You'll Live In. Our new collection is here. Discover designs born from passion and purpose.
• •Wear your support on your sleeve. The 'Ally' tee is for everyone who stands with the HBCU movement. Crafted from soft, breathable cotton and featuring a design rooted in unity and optimism, this shirt is more than fashion—it's a declaration. Join us in amplifying one of the nation's greatest treasures.
• •You don't just wear HBCUArtWear, you feel it. Each design is a piece of a larger story, translated from an original canvas to wearable art. Celebrate Black culture and support the future of HBCUs. Shop the collection and join the movement.
• •Beyond Apparel. This is Art with a Mission. Every purchase supports our commitment to amplifying the HBCU movement through authentic, culture-forward design.