Brand Tone

Optimistic, Positive, Inclusive, Welcoming, Conversational, Relatable, Uplifting, Supportive, Youthful, Modern

Brand Values

• •Optimism
• •Mental Health Awareness & Advocacy
• •Inclusivity & Community
• •Positivity
• •Quality
• •Self-Expression

Best Practices

• •Lead with Optimism: Ensure that the overarching message, even when discussing serious topics like mental health, carries an undercurrent of hope and positivity.
• •Use Inclusive Language: Address a broad audience and foster a sense of belonging. Avoid jargon or exclusionary terms. Phrases like 'we're all in this together' or 'a space for everyone' can be effective.
• •Be Authentic and Relatable: When discussing mental health, speak from a place of genuine understanding. Acknowledge the complexities (the 'mad' and the 'happy') in a way that resonates.
• •Focus on Community: Highlight the collective aspect of the brand. Encourage interaction and share stories from the 'Local Optimist' community.
• •Keep it Uplifting and Encouraging: Even in calls to action or product descriptions, infuse an encouraging tone. Frame purchases not just as acquiring an item, but as joining a movement or embracing a positive mindset.

Social Perception

Positive & Purpose-Driven, High Quality, High Price, Trendy & Recognizable, Effective Marketing & Community Building, Skepticism/Critique, Good Customer Service (Generally)

Copy Examples

• •Wear your optimism. Our latest collection is here to brighten your day and lift your spirits. #Madhappy #LocalOptimist
• •It's okay to not be okay. It's also okay to seek comfort. Wrap yourself in softness and join a community that gets it. #Madhappy #MentalWellness
• •More than just a hoodie. It's a conversation starter, a feeling, a reminder to prioritize your peace. What does Madhappy mean to you? #MadhappyVibes #Optimism
• •From LA with love and a whole lot of hope. Spreading positivity, one stitch at a time. Explore the new arrivals. #Madhappy #SpreadGoodEnergy
• •Feel your feelings. Express your style. Our new [Product Name] is designed for comfort, inside and out. #Madhappy #SelfExpression #ComfortClothing