Brand Tone

Authentic/Genuine, Edgy/Rebellious, Community-Oriented/Supportive, Knowledgeable/Expert, Resilient/Enduring

Brand Values

• •Artistic Freedom & Self-Expression
• •Authenticity & Heritage
• •Community & Connection
• •Quality & Specialization
• •Preservation of Culture

Best Practices

• •Always draw back to the authentic history and rebellious spirit of street art. Use language that resonates with this culture (e.g., "writers," "bombing," "buff," "movement").
• •Don't be afraid to be bold and slightly defiant in your language, reflecting the counter-culture origins of graffiti.
• •Use inclusive language ("we," "us," "your") that speaks directly to artists and makes them feel part of the Scrap Yard NYC family. Highlight collaborations and the artist community.
• •While professional, maintain a tone that is knowledgeable from an insider's perspective, rather than a detached corporate voice. Share expertise casually.
• •Ensure that the gritty, artistic, and authentic visual branding is mirrored in the copywriting style—direct, impactful, and no-nonsense, yet passionate.

Social Perception

Iconic/Legendary, Essential Resource, Culturally Significant, Tenacious

Copy Examples

• •NYC Street Art Isn't Dead. It's Stocking Up. Since the 90s, Scrap Yard NYC has been the pulse of the underground. Your walls are waiting. Gear up.
• •Beyond the Hype. Before the Buff. Real artists know the difference. SoHo's original source for writers, by writers. Get your authentic supplies at Scrap Yard NYC.
• •They Called It SoHo Down & Under. We Called It Home. Decades deep in the game. Still fueling the movement. Scrap Yard NYC – Your history, your tools.
• •Leave Your Mark. We've Got the Means. From Montana cans to the finest tips, Scrap Yard NYC is where your vision meets the concrete. Shop online, the legacy continues.
• •This Ain't a Hobby. It's a Statement. Scrap Yard NYC. Supplying the artists who define the streets since before it was mainstream. Get what you need to speak your truth.