Brand Tone

Authentic and Community-Focused. Grounded, genuine, and driven by passion for the sport, with a direct and knowledgeable voice built on credibility earned through community involvement.

Brand Values

• •Community Dedication
• •Authenticity
• •Passion over Profit
• •Resilience

Best Practices

• •Speak from Experience: Write copy from the perspective of an active skateboarder. Use authentic terminology (e.g., "pop," "7-ply," "session") correctly and naturally. Avoid sounding like a marketer trying to imitate a skater.
• •Prioritize Community over Commerce: Frame marketing messages around supporting the skate scene. Highlight local events, feature local skaters, and celebrate the culture. The sale should feel like a consequence of this community engagement, not the primary goal.
• •Be Direct and No-Nonsense: Keep the language straightforward and honest. Avoid hyperbole and exaggerated claims. The brand's credibility comes from its authenticity, so the copy should be grounded and direct.
• •Show, Don't Just Tell: Instead of saying you're "community-focused," showcase it. Post photos from local skate events, share user-generated content, and tell the stories of skaters in your area. Let the actions speak for the brand.
• •Embrace the Legacy: Acknowledge the brand's history, including its challenges. The story of resilience and passion is a powerful asset. Being transparent about the journey builds a deeper connection with an audience that values authenticity and overcoming adversity.

Social Perception

Prolific Skate Shop was perceived as a vital local institution, a cherished community asset, and a "staple" by the local skate community. Its owner was seen as a dedicated and supportive figure, and its closure was a significant loss to the local scene.

Copy Examples

• •Built by Community. Backed by Passion. Prolific is Back. You can't keep a good thing down. We started as a place for skaters, by skaters—and that's a legacy we're proud to continue. We're reopening our doors (and our online shop) with the same dedication to authentic, quality gear and the community that kept us rolling. This isn't just a shop; it's a statement. Welcome back.
• •More Than a Shop. It's a Session. Prolific was founded on a simple idea: skateboarding deserves a dedicated home. Not a corner in a big-box store, but a real, local hub with deep roots in the scene. Our owner, Mike, has been part of Jersey's skate community for decades, and that passion is in every deck we sell and every piece of advice we give. We know what works because we ride it. We support the scene because we are the scene.
• •Our Name. Your Ride. This isn't just wood, glue, and graphics. It's our commitment pressed into 7 plies of hard rock maple. The Prolific Logo Deck is built for durability, pop, and performance, because we wouldn't put our name on anything less. It's a board that's as serious about skating as you are. Support the shop that supports you.
• •Some things are too real to fade. To everyone who ever rolled through our doors, supported a local, or just shared a session—thank you. Prolific was always more than a business; it was a bond. The wheels may have stopped turning for now, but the spirit never dies. #ProlificSkateShop #SkateCommunity
• •Prolific Skate Shop | Real Skate Gear. Tired of sorting through junk? We only stock what we'd ride. Decks, trucks, wheels from brands that get it. Run by skaters, for skaters.