Brand Tone

Proud & Defiant, Authentic & Gritty, Resilient & Hopeful, Community-Focused, Informal & Bold

Brand Values

• •Civic Pride
• •Resilience
• •Hard Work & Industry
• •Authenticity (aspirational)
• •Giving Back (stated)

Best Practices

• •Embrace Detroit's Vernacular (Authentically): Use language that reflects the genuine, unpretentious, and strong character of Detroit. Avoid clichés unless used with a fresh perspective.
• •Highlight Resilience and Action: Focus on themes of overcoming adversity, rebuilding, and the hardworking nature of the city and its people. Use strong verbs and active voice.
• •Be Bold and Confident, Not Arrogant: The tone should convey pride and strength, but remain grounded and relatable.
• •Incorporate the "Why": Briefly and subtly weave in the brand's mission, such as supporting the community or celebrating heritage, to add depth to the proud image.
• •Maintain Visual-Verbal Consistency: Ensure that the tough, proud, and somewhat gritty visual elements of the brand are matched by equally powerful and straightforward copy. The messaging should feel cohesive with the logo and product designs.

Social Perception

Symbol of Detroit Identity, Kid Rock Association, Questioned Authenticity, Respected Legacy, Positive Local Impact (Charity)

Copy Examples

• •Headline: Detroit Grit. Global Heart. Body: Woven with the resilience of the Motor City. Wear the story. Support the spirit. #MadeInDetroit
• •Headline: More Than Apparel. It's Allegiance. Body: From the streets that rebuilt America, for those who carry its strength. Made In Detroit: Wear your pride.
• •Headline: The Concrete Roars. So Does Our Gear. Body: Echoing the unwavering spirit of Detroit. Built tough, designed bold. This is Made In Detroit.
• •Headline: Est. 1991. Still Forging Detroit's Identity. Body: Three decades of representing the soul of a city that never quits. Made In Detroit – The original mark of resilience.
• •Headline: Fueling Detroit's Comeback, One Thread at a Time. Body: With every piece, we honor our heritage and give back to the community that defines us. Made In Detroit: Style with substance.