Brand Tone

Activist & Urgent, Educational & Informative, Empowering & Solidarity-Focused, Critical & Anti-Establishment, Community-Oriented

Brand Values

• •Liberation
• •Social Justice
• •Education & Knowledge
• •Community & Collectivity
• •Activism & Resistance
• •Solidarity

Best Practices

• •Always Circle Back to Core Values: Ensure every piece of copy, whether for a product, event, or general communication, reinforces one or more of the brand's core values (Liberation, Social Justice, Education, Community, Activism, Solidarity).
• •Use Strong, Action-Oriented Verbs: Employ words that convey urgency, struggle, and empowerment (e.g., 'fight,' 'dismantle,' 'build,' 'resist,' 'unite,' 'educate,' 'organize').
• •Maintain an Educational Stance: Even in promotional copy, aim to inform or provide context. Frame products as tools for understanding and action.
• •Speak Directly to the 'We' and 'Us': Foster a sense of collective identity and shared struggle. Use inclusive language that positions the brand and its audience as part of a larger movement.
• •Be Unapologetically Political and Critical: Do not shy away from naming systems of oppression (capitalism, imperialism, racism, etc.) and clearly stating the brand's opposition to them. Authenticity in its radical stance is key.

Social Perception

Likely perceived as a vital resource, a hub for activism, and a source of important educational materials. Seen as a principled and necessary organization actively fighting for justice. May be perceived negatively by those who uphold the status quo or disagree with its specific political ideologies. May not be widely known outside of activist circles.

Copy Examples

• •Headline: Don't Just Mourn, Organize. Body: The fight for liberation is a daily struggle. Equip yourself with the knowledge to dismantle oppression. Our latest collection of radical texts and revolutionary art is now available. Your purchase fuels the movement. Study. Struggle. Serve. #LiberationStore #RadicalEducation #FightBack
• •Headline: Palestine Will Be Free. Body: From the river to the sea, solidarity is our weapon. Deepen your understanding of Palestinian resistance and the global fight against imperialism with crucial books and stunning artwork. Stand with Palestine. #FreePalestine #Solidarity #AntiImperialism
• •Headline: Knowledge is Power. Action is Liberation. Body: The Indianapolis Liberation Center Store is more than books and merch – it's an arsenal for activists. Discover theory, history, and art that inspires and informs the struggle. Visit us in-person or online. #StudyStruggleServe #CommunityPower #IndyLiberation
• •Headline: Unlearn Oppression. Build a New World. Body: Our carefully curated book bundles offer a curriculum for today's revolutionaries. Whether you're new to the struggle or a seasoned organizer, find the tools to educate, agitate, and organize. Special bundles on Black Liberation, Queer Resistance, and Eco-Socialism available now. #RevolutionaryEducation #BooksForChange #LiberationForAll
• •Headline: Art is Resistance. Wear Your Values. Body: Support the Indianapolis Liberation Center and amplify messages of justice. Our new t-shirts, posters, and buttons feature powerful designs by movement artists. Spark conversations, show solidarity, and fund the fight. #ArtAsResistance #MovementMerch #SupportLiberation