Brand Tone

sincere, hopeful, and community-centric

Brand Values

• •Community Support & Philanthropy
• •Positivity and Unity
• •Local Pride
• •Authenticity

Best Practices

• •Always Circle Back to the "Why": Every piece of copy, from a social media post to a product tag, should connect back to the core mission: spreading love and supporting the Boston community. Remind customers that their purchase has a positive impact.
• •Use Positive and Unifying Language: Employ words like "community," "unity," "hope," "positivity," "pride," and "together." Avoid divisive or overly aggressive marketing language. The tone should feel like a message from a friendly neighbor.
• •Highlight the Local, Authentic Story: Regularly mention that the brand was started by a local Boston graphic designer. This differentiates it from generic city-themed apparel and builds a personal connection with customers.
• •Be Specific About the Philanthropy: Don't just say "we give back." Explicitly name the "Boston Resiliency Fund." This adds transparency and credibility, allowing customers to see the tangible result of their support.
• •Maintain a Consistent Visual and Verbal Identity: Ensure that the hopeful, clean, and modern aesthetic of the website is reflected in all future content. The visual branding (hearts, peace signs) and the verbal tone should always be in sync to create a cohesive and memorable brand experience.

Social Perception

Due to the lack of an online footprint beyond its own website, the social perception of the One Love Boston apparel brand is minimal and largely undefined. It is effectively a blank slate. The perception is neutral, as there is no available customer feedback or public conversation to analyze. The primary association an informed customer would have is with its positive mission and charitable contributions.

Copy Examples

• •Wear your heart on your city. Our apparel is more than just a design; it's a symbol of Boston's strength, unity, and love. Founded by a local designer to spread positivity, every purchase you make gives back to our community through the Boston Resiliency Fund. #OneLoveBoston #BostonPride #SpreadTheLove #ShopLocalBoston
• •The official tee for Boston optimists. This shirt is a simple reminder to spread love wherever you go. Designed with pride in the heart of the city, its classic fit and soft feel make it an everyday favorite. Best of all, a portion of your purchase supports the Boston Resiliency Fund, helping our neighbors in need. Wear it as a symbol of unity and Boston pride.
• •Apparel with a purpose. Spread love, support Boston. A portion of every sale is donated to the Boston Resiliency Fund.
• •A gift for them, a gift for Boston ❤️
• •It started with a simple idea in 2020: to create a symbol of hope. One Love Boston was born from a desire to connect our community and spread positivity during a time of uncertainty. Today, that mission continues. We are a local, design-driven brand dedicated to celebrating Boston's spirit and giving back to the city that inspires us all.