Brand Tone

Hopeful, Welcoming, Youthful, and Spiritual

Brand Values

• •Faith
• •Hope
• •Inclusivity
• •Community
• •Modern Evangelism

Best Practices

• •Lead with Hope and Encouragement: All copy should be framed with a positive and uplifting perspective. Even when acknowledging challenges (like "storms" or a "difficult journey"), the focus must quickly shift to the hope and strength found in faith and community.
• •Use Simple, Universal Language: While rooted in Catholic symbolism, the messaging should be accessible to a global, multicultural audience. Use core themes like "light," "hope," "friendship," and "journey" that resonate universally.
• •Embrace the "Friend" Persona: The voice should be warm, inviting, and communal, not authoritative or preachy. Use inclusive language like "we," "us," and "together." Pose questions to the audience to foster a sense of dialogue and community.
• •Stay Visually Consistent: The youthful, "kawaii" anime aesthetic is central to the brand's identity. All visual content and the language that accompanies it should match this playful, colorful, and modern style. The tone of the words must match the feel of the art.
• •Educate, Don't Assume: Gently explain the symbolism behind the characters and their mission. Create content that unpacks the meaning of the pilgrim's staff, the scallop shells, or the names of the friends. This provides depth and invites the audience to learn more, reinforcing the brand as a guide on a spiritual journey.

Social Perception

Mixed but Generally Intriguing

Copy Examples

• •Your journey is unique, but you never walk it alone. In our eyes, we carry the symbol of the pilgrim—a reminder that we're all connected on a shared path of hope. What does hope look like to you today? ✨ #LuceAndFriends #PilgrimsOfHope #Jubilee2025 #Faith #Community
• •Meet the Pilgrims of Hope. Luce, Fe, Xin, and Sky are here to share a journey of faith, friendship, and light. Discover the story and join the community.
• •When life's storms feel too strong... remember what keeps you grounded. Every pilgrim faces challenges. It's the hope for what's ahead that gives us strength. 💛 #LuceAndFriends #Hope #GetThroughIt #Animation #SpiritualJourney
• •Friendship is a light on the pilgrim's path. Tag a friend who has been a light on your journey! #LuceAndFriends #Friendship #Gratitude #Community
• •Looking for content that inspires hope and faith in a language young people understand? Meet Luce and Friends, the official mascots for the Jubilee 2025. They’re designed to spark conversations about pilgrimage, community, and finding light in the world. Explore their journey with us.