Brand Tone

Energetic, underground, inclusive, raw, unapologetic, direct, evocative, and with a touch of cheeky humor.

Brand Values

• •Community
• •Inclusivity and Safety
• •Musical Authenticity
• •Energy and Hedonism
• •Cultural Connection

Best Practices

• •Prioritize Music and Artists: Always lead with the music. Center DJs, their unique sounds, and the specific subgenres (trance, hardgroove, techno) in all communications to reinforce authenticity.
• •Use Raw, In-the-Moment Visuals: Continue using dynamic, unpolished photos and videos from events. Avoid overly staged or corporate-looking content. The visuals should feel like they were captured by someone in the crowd, preserving the underground aesthetic.
• •Explicitly State Inclusivity Policies: Consistently include the "zero tolerance" policy for discrimination in event descriptions and brand messaging. This reinforces the value of safety and builds trust with the community.
• •Adopt Insider Language: Use language that resonates with the techno scene (e.g., "all night long," "non-stop rave," "see ya on the dance floor"). This demonstrates a genuine connection to the culture.
• •Bridge the Gap Between Events and Merch: Frame the merchandise as a way to belong to the community. The apparel isn't just a product; it es a memento of an experience and a symbol of being part of the Polyamor "family."

Social Perception

Polyamor is perceived as an authentic and integral part of the Berlin underground techno scene, a credible event promoter, and a cultural entity with a distinct musical identity. It is seen as a legitimate player in the electronic music community, providing high-quality, inclusive, and energetic music events.

Copy Examples

• •Polyamor Berlin: The Sound of the Underground. Events. Apparel. Community.
• •Lost in the strobe. Found in the sound. @[DJ_name] took us on a journey last Friday at RSO. The energy was unmatched. This is Polyamor. #PolyamorBerlin #Techno #Trance #BerlinUnderground
• •The official uniform for 3 AM explorations. Our classic logo hoodie is made for long nights that turn into early mornings. Heavyweight cotton, unisex fit. Wear the beat.
• •34 hours of pure energy. Are you in?
• •This isn't just a party; it's a collective experience. Polyamor returns to Lokschuppen for a night of relentless trance and groove. We believe in inclusive dance floors and authentic connections. All are welcome. Grab your tickets now.