Brand Tone

Empathetic & Supportive, Authentic & Relatable, Hopeful & Inspiring, Community-Oriented & Inclusive, Purpose-Driven & Activist

Brand Values

• •Purpose-Driven
• •Inspire Hope
• •Community
• •Authenticity
• •Empathy
• •Mental Health Advocacy & Suicide Prevention
• •Resilience
• •Giving Back

Best Practices

• •Focus on Hope and Positive Action: While acknowledging challenges, always pivot to messages of hope, resilience, empowerment, and the concrete actions the brand and community are taking.
• •Highlight user-generated content and community stories.
• •Be Clear About the Mission: Consistently tie the products and brand activities back to the core purpose of mental health awareness, suicide prevention, and supporting relevant initiatives.
• •Showcase Authenticity: Continue to share the founder's personal story and the brand's transparent mission.
• •Emphasize Community: Promote connection, belonging, and support within the 'Hope Is My Homeboy' community.

Social Perception

A Beacon of Hope, More Than Just a Brand, Community-Focused, Authentic & Trustworthy, Fashion with Purpose

Copy Examples

• •"Check on Your Homies Drop Shoulder Hoodie" - 100% of profits go to Mike King's I Am Hope Foundation.
• •Wearing our apparel supports a movement.
• •Join the 'Hope Is My Homeboy' movement to raise awareness and normalize conversations about mental health.
• •Our vision is to inspire hope and build a supportive community where everyone feels seen, heard, and valued.
• •We partner with sports clubs and organizations to promote mental well-being and raise mental health awareness.