Brand Tone

Passionate & Enthusiastic, Community-Oriented & Supportive, Knowledgeable & Expert, Resilient & Hopeful, Friendly & Welcoming

Brand Values

• •Passion for Magic
• •Quality and Craftsmanship
• •Community
• •Customer Service & Experience
• •Preservation of Magic
• •Legacy

Best Practices

• •Embrace Empathy and Transparency: Acknowledge the recent hardship openly and honestly. Share updates on the rebuilding process. This builds trust and strengthens community bonds.
• •Highlight Resilience and Hope: Focus on the future and the determination to rebuild. Maintain an optimistic yet realistic tone.
• •Center the Community: Emphasize the importance of the magic community and the shop's role within it. Express gratitude for support. Stories from the community could be powerful.
• •Reinforce Passion for Magic: Continue to share the love for the art form. Even without a physical shop (temporarily), share interesting facts, magician spotlights, or simple illusions online if possible, to keep engagement.
• •Maintain Authenticity: Let the genuine voice of James Kellogg Jr. and those involved with the shop shine through. The personal connection is even more critical now. Avoid overly corporate or impersonal language.

Social Perception

Pre-Fire: Perceived as a beloved local institution, a "hidden gem," and a key resource for magicians in the San Diego area. Post-Fire: There is an outpouring of sympathy and support. The fire is recognized as a significant loss. The community sees the shop as a vital part of the magic scene that needs to be rebuilt.

Copy Examples

• •The stage is temporarily dark, but the magic is far from over. Magic Shop San Diego is on a journey to rebuild, brick by brick, illusion by illusion. Your support can help us bring the wonder back to San Diego. Together, let's make magic rise from the ashes.
• •Magic isn't just in the props or the stage; it's in the spirit, the community, and the shared sense of wonder. Though we've faced a great challenge, the spirit of Magic Shop San Diego burns bright. We're immensely grateful for your support as we look to the future. #MagicShopSanDiegoRebuilds
• •For years, Magic Shop San Diego has been more than a store; it's been a home for magicians, a treasure chest of wonders, and a place where 'Made in the USA' magic came to life. The fire took our building, but not our passion or our legacy. We're committed to rebuilding and continuing to serve the magic community we love.
• •To our incredible community, your words of encouragement, your generous support, and your belief in us are the greatest magic of all. As we navigate the path to rebuilding Magic Shop San Diego, know that every bit of help fuels our determination. Thank you for keeping the magic alive in our hearts.
• •The final curtain hasn't fallen. Magic Shop San Diego dreams of a new beginning, a place where aspiring magicians can find their first trick and seasoned pros can discover new marvels. Stay with us on this journey. The next act will be our most magical yet, dedicated to the art and the amazing community that surrounds us.