Brand Tone

Authentic, Community-Oriented, Supportive & Knowledgeable, Understated/Cool (Low Key), Friendly & Welcoming, Direct & Informative

Brand Values

• •Skateboarder Owned & Operated
• •Quality Products
• •Community Support
• •Passion for Skateboarding
• •Inclusivity
• •Support for Local Arts

Best Practices

• •Speak from Experience: Since the shop is skateboarder owned and operated, the copy should reflect genuine skateboarding knowledge and passion. Use authentic skate terminology where appropriate, but keep it accessible.
• •Prioritize Community: Regularly highlight local skaters, events, and collaborations. Frame messages in a way that fosters a sense of belonging.
• •Keep it Real (No Hype): Align with the Low Key name. Be straightforward, honest, and avoid overly salesy or exaggerated language. Focus on quality and the inherent coolness of skate culture itself.
• •Be Helpful and Approachable: Whether it's product descriptions or event details, ensure the information is clear, helpful, and encourages interaction. Mirror the helpfulness praised in customer reviews.
• •Visual Storytelling Support: Ensure the copy complements the visuals (and vice-versa). If showing a gritty skate clip, the copy can be more direct and raw. If it's a community event, the copy should be inclusive and warm. The website's clean look should be matched by clear, concise copy.

Social Perception

Highly Respected Local Shop, Core Skate Shop, Community Hub, Knowledgeable & Trustworthy, Unique & Curated

Copy Examples

• •Fresh drop of [Brand] decks just landed. Solid wood, real graphics. You know the deal. Swing by the shop, 629 Irving. Open 'til 6. #LowKeySanFrancisco #SkateSF #SupportYourLocal
• •This Saturday. UN Plaza. We’re teaming up with @[Partner1] & @[Partner2] for the 'Back to The Plaza' Skate Jam. All ages, all welcome. Good vibes, good skating. Be there. 12pm-3pm. More info on the site. [Link in bio] #LKISF #SFSkateScene #Community
• •Since 2016, Low Key's been more than just a shop. We're skaters, first and foremost, dedicated to SF's scene. Quality gear, no hype. Just pure skateboarding and community. That’s Low Key.
• •(Image of a staff member holding a product) Justin's pick of the week: these new [Brand] wheels. Super smooth, built to last. He's been riding 'em, come ask him why they rip. #LowKeyStaffPicks #SkateGear #RealAdvice
• •Beyond the board. Low Key Skate Shop invites you to [Artist Name]'s new exhibition, '[Show Title]'. Support local art, meet the artist. [Date], [Time]. 679 Irving St. It’s not just a skate shop, it’s SF. #SFArt #LowKeyEvents #SkateCulture