Brand Tone

Proud & Passionate, Friendly & Approachable, Authentic & Local, Nostalgic & Celebratory

Brand Values

• •Local Pride
• •Community
• •Authenticity
• •Quality
• •Celebration

Best Practices

• •Incorporate local slang, references, and inside jokes where appropriate (e.g., "716," "Queen City," specific neighborhood mentions, sports chants).
• •Let genuine enthusiasm for Buffalo shine through in every piece of copy.
• •Frame messaging around shared Buffalo experiences, traditions, and pride points.
• •Write as if you're talking to a friend or fellow Buffalonian.
• •Ensure that the imagery, colors, and overall design accompanying the copy also reflect the proud, authentic, and community-focused spirit of Buffalo.

Social Perception

City Made is perceived as a go-to source for high-quality, creatively designed Buffalo-themed merchandise, a genuine supporter of local culture, and a brand that captures the spirit of the city.

Copy Examples

• •Rep the 716 in style! Our newest tee just dropped, celebrating [Specific Buffalo Landmark/Icon]. Crafted for comfort, designed with pure Buffalo heart. Wear your pride!
• •Game day in Buffalo hits different! Who are you cheering with today? Tag your Bills/Sabres crew and show us how you rock your City Made gear! #BuffaloProud #CityMade
• •Hey Buffalo! We're popping up at the [Local Event Name] this weekend! Come say hi, grab some exclusive gear, and let's celebrate everything we love about our amazing city. See you there!
• •Born from a love for the Queen City, City Made is more than just apparel and gifts. We're a celebration of Buffalo's grit, its heart, and its unmistakable spirit. Every design tells a story, and every product is a piece of home.
• •Give the gift of Buffalo this year! From cozy hoodies that feel like a warm hug from the City of Good Neighbors to unique home goods that shout 'Buffalove,' find something special for every Buffalonian on your list at City Made.