Brand Tone

Passionate & Enthusiastic, Community-Focused & Inclusive, Proud & Resilient, Direct & Fan-Centric, Professional

Brand Values

• •Community First
• •Youth Development
• •Inclusivity & Reconciliation
• •Passion & Energy
• •Integrity
• •Grit & Humility & Optimism & Growth
• •Sustainability
• •Innovation

Best Practices

• •Embody "Van Isle Spirit": Consistently weave in language that reflects pride in Vancouver Island, resilience, and the unique character of the club and its supporters. Terms like "Island spirit," "Trident Territory," and "Van Isle's team" reinforce this.
• •Highlight Community and Inclusivity: Regularly feature stories and products (like the Indigenous Collection) that showcase the club's commitment to community, youth, and reconciliation. Use inclusive language that welcomes all fans.
• •Channel Fan Passion: Use energetic, enthusiastic, and evocative language that mirrors the excitement of a match day and the dedication of the fans. Words like "passion," "pride," "roar," and "electric" can be effective.
• •Be Authentic and Transparent: When discussing initiatives like the Indigenous jerseys or community programs, speak authentically about the purpose and impact. Clearly state how purchases support these causes.
• •Maintain Professionalism with a Personal Touch: While passionate, ensure copy is well-written, error-free, and reflects the professionalism of the club. However, don't be afraid to be approachable and directly address the fans, fostering a sense of belonging.

Social Perception

Positive Association with Club Success, Strong Community Connection, Appreciation for Indigenous Initiatives, Engaged Fanbase, Accessibility and Fan Experience, Building a Soccer Culture

Copy Examples

• •Headline: Wear Your Island Pride: The Official Pacific FC Kit Is Here! Body: More than just a jersey, it's a symbol of our Trident spirit. Crafted for the dedicated fan, feel the passion of Starlight Stadium wherever you go. Shop now and stand with Van Isle's team! #WeArePFC
• •Headline: The Resilience Kit: A Story Woven In Every Thread. Body: Inspired by the salmon's journey and designed by Coast Salish artist Maynard Johnny Jr., our Indigenous jersey represents strength, community, and a shared future. A portion of proceeds supports Hope and Health and the Indian Residential School Survivors Society. Own a piece of art that matters.
• •Headline: For The Future Tridents: Youth Gear That Inspires! Body: Ignite their passion for the beautiful game! Our Pacific FC youth collection is designed for comfort, durability, and showing off that vibrant team spirit. From school days to game days, let them represent the next wave of Island talent.
• •Headline: Beyond The 90 Minutes: Gear Up With PFC Streetwear. Body: Take your Pacific FC pride to the streets. Our latest collection of hoodies, hats, and tees blends everyday style with the unwavering spirit of your favourite club. Comfort, quality, and pure Van Isle vibes. Explore the collection today!
• •Headline: Game Day Ready? We've Got You Covered! Body: The roar of the crowd, the thrill of the match – it all starts with the right gear! From scarves to flags, find everything you need at the Pacific FC Fan Shop to create that electric Starlight Stadium atmosphere at home or away. Let’s make some noise for the Tridents!