Tono de Marca

Raw, authentic, unapologetic, rebellious, direct, unfiltered, defiant, and insider-focused.

Valores de Marca

• •Authenticity
• •Resilience
• •Community/Brotherhood
• •Disruption

Mejores Prácticas

• •Embrace Raw Language: Use direct, unfiltered, and confident language. Avoid corporate jargon or overly polished marketing-speak. The voice is that of an artist, not a salesperson.
• •Speak from the "Inside": Write as if you are speaking to another member of the graffiti community. Use terminology and references that resonate with the culture, reinforcing the brand's authenticity.
• •Focus on Story and Legacy: Every piece of copy should connect back to the core narrative of Los KYM's—their history, their struggles, and their art. The products are artifacts of this larger story.
• •Maintain a Defiant Attitude: The tone should always carry an undercurrent of rebellion and an anti-establishment feel. It's about art that exists on its own terms.
• •Keep it Concise and Punchy: Reflect the urgency and impact of graffiti itself. Use short, strong sentences and impactful headlines that cut through the noise.

Percepción Social

Perceived as a credible and authentic documentarian within the graffiti and street art subculture. For the general public, the brand has little to no visibility, meaning perception is neutral and entirely self-defined by its own materials.

Ejemplos de Copy

• •This isn't a fashion statement. It's a statement of fact. Wear the code. KYMS.
• •350+ photos. Countless stories. Zero apologies. This is the real story of street art. Get the book.
• •The streets don't forget. We wrote it all down so you wouldn't either. Explore the new photo prints, straight from the source.
• •Built for the walls, the yards, and the nights that blur into morning. This isn't just merch; it's part of the uniform. KEEP YOUR MOUTH SHUT.
• •Raw. Unfiltered. Unsanctioned. A look inside the process, the risk, and the adrenaline. F'King Idiots Zine, now available.