Brand Tone

Playful & Humorous, Supportive & Affirming, Direct & Activist-Oriented (when appropriate), Authentic & Queer-Centric, Slightly Irreverent & Bold

Brand Values

• •Inclusivity & Representation
• •Authenticity
• •Community Support & Give-Back
• •Advocacy & Social Change
• •Love & Acceptance
• •Quality & Unique Design

Best Practices

• •Incorporate the brand's signature playful irreverence where appropriate.
• •Balance playfulness with purpose. The tone can shift to be more serious when addressing important community issues, but should still feel genuine and aligned with the brand's core mission.
• •Use inclusive language and inside jokes/puns that resonate with the LGBTQ+ community, but ensure it feels natural and not forced.
• •Every piece of copy should, in some way, reinforce the message of pride, acceptance, and support for LGBTQ+ identities. The tone should always be affirming and empowering.
• •Write as if you're talking to a friend. Keep sentences relatively clear and engaging. Even when discussing more complex topics on the blog, strive for accessibility. Avoid overly corporate or stiff language.

Social Perception

Positive & Trusted, Important Voice for the Queer Community in Singapore, Creative & Fun, Supportive & Empowering, Principled & Activist

Copy Examples

• •Product: "Subtle Pride" Enamel Pin Series *Copy:* "Keep it low-key, keep it heckin' proud. Our Subtle Pride pins are for those moments when you want to wear your heart on your sleeve... or lapel... without shouting it from the rooftops. Wink if you know. 😉 #HeckinUnicorn #SubtlePride #QueerAndHere"
• •Social Media Post: Celebrating a Pride Month Launch *Copy:* "Warning: May cause sudden bursts of fabulousness! ✨ Our new Pride collection just dropped, and it's so full of queer joy, it practically glitters. Grab your gear and let's make this world a little more heckin' awesome. Link in bio, you beautiful unicorns! 🦄 #Pride #HeckinAwesome #LGBTQ #QueerOwned"
• •Blog Post Introduction: Addressing a local LGBTQ+ issue *Copy:* "Alright, let's talk. Because some things need to be said, even when they're uncomfortable. We're diving deep into [specific issue] in Singapore, armed with facts, a bit of righteous anger, and a whole lotta love for our community. Let's get heckin' informed. #QueerSG #SpeakUp #HeckinUnicornAdvocates"
• •Product: "Gay Agenda" Notebook *Copy:* "Finally, the *actual* Gay Agenda revealed! Spoiler: It mostly involves brunch, naps, and dismantling heteronormativity. Oh, and jotting down brilliant ideas in this heckin' fabulous notebook. Get yours and start plotting world… kindness. 🌈 #GayAgenda #HeckinOrganized #QueerStationery"
• •Email Subject Line for a Sale: *Copy:* "Heckin' Good Deals! Your Pride Gear Just Got More Affordable ✨"