Brand Tone

Authentic & Core, Community-Focused & Inclusive, Supportive & Nurturing, Resilient & Passionate, Engaging & Approachable

Brand Values

• •Community
• •Inclusivity & Diversity
• •Authenticity
• •Support & Mentorship
• •Creativity & Expression
• •Resilience & Passion
• •Progression

Best Practices

• •Speak the Language (Authentically): Use genuine skate terminology and slang where appropriate, but avoid forcing it if it doesn't feel natural to the specific message or platform. Authenticity trumps trendiness.
• •Prioritize "Community First": Frame messages around the collective "we" and "us." Highlight shared experiences, mutual support, and the inclusive nature of the KCDC family.
• •Be Welcoming and Encouraging: Even when speaking to "core" skaters, ensure the tone doesn't alienate newcomers. Offer encouragement and make information accessible. Remember Amy Ellington's vision of a place where "everybody can be the best they want to be and do anything and not feel weird about it."
• •Show, Don't Just Tell, Your Values: Instead of just saying "we're inclusive," showcase diverse skaters in imagery and stories. Instead of just saying "we're resilient," share stories of overcoming challenges (like the physical shop closure and move online).
• •Stay Passionate and Real: Let the genuine love for skateboarding shine through. Be honest, straightforward, and avoid overly corporate or polished language. Keep the "punk rock," DIY ethos alive in the communication style.

Social Perception

Respected Pillar of NYC Skate Scene, Community Hub, Advocate for Inclusivity, Authentic and "Core", Supportive and Welcoming, Resilient and Dedicated, Source of Quality Products & Collabs

Copy Examples

• •(Instagram post for a new deck arrival): "Fresh wood just hit the (virtual) shelves. Built tough, looks sick. Support skater-owned. You know the vibes. #KCDCSkateshop #BrooklynSkateboarding #RealSkateShops #SupportYourLocal"
• •(Website banner for a community highlight): "More Than a Shop. KCDC is YOU – the riders, the artists, the everyday grinders. This is our scene. This is family. Get involved. #KCDCCommunity #NYCSkateCulture #SkateAndCreate"
• •(Email newsletter subject for an online event): "Roll With Us: KCDC Virtual Skate Night & Community Catch-Up!" (Body excerpt: "Still here, still reppin'. Join us online to connect, share clips, and keep the Brooklyn spirit alive. All wheels, all welcome.")
• •(Product description for a KCDC branded t-shirt): "Wear your roots. The KCDC classic tee – repping 20+ years of Brooklyn grit and global skate family. Not just a shirt, it's a statement. 100% skater spirit. #KCDCSince2001 #SkateCulture"
• •(TikTok video caption showing diverse skaters): "Every push, every bail, every laugh. This is KCDC. This is skateboarding. Tag your crew that keeps you rolling! 🛹❤️ #SkateboardingIsForEveryone #KCDCFamily #NYCSkaters"