Brand Tone

Authentic & Knowledgeable, Creative & Expressive, Community-Oriented, Slightly Edgy & Urban, Direct & Product-Focused

Brand Values

• •Artistic Freedom & Self-Expression
• •Quality & Reliability
• •Authenticity
• •Accessibility
• •Passion for the Art Form

Best Practices

• •Always write with the graffiti/street art culture in mind. Use language and references that resonate authentically with artists, but avoid forcing slang if it doesn't feel natural to the brand's voice.
• •Emphasize how the products empower artists to express themselves, create, and push boundaries. The copy should feel inspiring and enabling.
• •Use clear, concise language. Artists often value efficiency. Get to the point about product benefits and encourage action (e.g., "Shop Now," "Explore Colors," "Get Started").
• •Even in text, evoke the visual and tactile nature of the art form. Use descriptive words that paint a picture of the artistic process and the outcome.
• •Create a list of preferred terms and phrases that align with the brand's edgy, authentic, and creative tone, and a list of terms to avoid. Ensure all writers and content creators use this as a guide. For example, words like "arsenal," "unleash," "statement," "craft" fit the tone, while overly formal or corporate jargon would not.

Social Perception

As a specialized supplier, HeyGraff would likely be perceived by its target audience (graffiti artists, street artists, muralists, hobbyists) as a go-to resource for specific tools. If product quality and shipping are reliable, it would be seen as a trustworthy and convenient option. The breadth of inventory, especially if it includes hard-to-find items or international brands, would lead to a perception of being well-stocked and knowledgeable. The lack of a strong, easily discoverable social media presence might lead to a perception of being newer, smaller, or more focused on e-commerce transactions than broad community building online, unless their engagement happens in more niche online spaces. Artists would value a supplier that understands their specific needs, so if the product descriptions and offerings align well with what practitioners seek, the perception would be positive.

Copy Examples

• •Headline: Unleash Your Vision. Walls Are Waiting. Body: From razor-sharp outlines to vibrant fills, HeyGraff stocks the arsenal you need to make your mark. Premium cans, precision caps, and ink that flows as freely as your ideas. Tag, piece, produce. Your city, your canvas. Call to Action: Shop Supplies Now.
• •Headline: More Than Paint. It's a Statement. Body: Every color, every cap, every marker from HeyGraff is a tool for your revolution. We get it. That’s why we only stock the good stuff – gear that works as hard as you do. Call to Action: Gear Up.
• •Headline: Don't Just Dream It. Spray It. Body: Got a masterpiece brewing? HeyGraff delivers the quality supplies that bring raw concepts to concrete reality. Fresh stock, fast shipping. Let's get your art out there. Call to Action: Explore Our Colors.
• •Headline: The City is Your Sketchbook. We've Got the Pens. Body: Whether you're black-booking your next big wall or adding details to your latest piece, our range of markers, pens, and sketchbooks are built for the dedicated artist. Bleed-proof, bold, and ready to go. Call to Action: Find Your Flow.
• •Headline: Fuel Your Craft. No Compromises. Body: At HeyGraff, we’re obsessed with quality. We curate the best graffiti supplies so you can focus on what matters: your art. No filler, just the firepower you need to make an impact. Call to Action: Level Up Your Kit.