Brand Tone

Futuristic, Experimental, Intellectual

Brand Values

• •Innovation
• •Boundary Pushing/Exploration
• •Sustainability (through technology)
• •Design Freedom & Democratization
• •Integration of Art & Technology
• •Quality & Wearability (despite experimental designs)

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the specific characteristics of SCRY's tone (e.g., visionary, intellectual, experimental, slightly enigmatic) with examples of "do's and don'ts" for terminology and phrasing.
• •Use Evocative and Conceptual Language: Employ words and phrases that reflect the brand's futuristic, artistic, and abstract inspirations (e.g., "void," "transcend," "dimension," "embryo," "paradigm," "monolith").
• •Highlight Innovation and Process: Consistently weave in mentions of the "Digital Embryo," 3D printing, additive manufacturing, and the experimental "lab" nature of the brand to reinforce its tech-forward and pioneering values.
• •Maintain an Aura of Exclusivity and Vision: While accessible, the language should convey that SCRY products are for those who appreciate cutting-edge design and a forward-thinking perspective, avoiding overly mainstream or casual slang.
• •Ensure Consistency Across All Touchpoints: The defined tone should be uniformly applied everywhere, from website product descriptions and "About Us" sections to any (future) social media posts, email communications, and even AR experience narratives.

Social Perception

Pioneering & Groundbreaking, Artistic & Sculptural, Niche & Exclusive, Intriguing & Otherworldly, Mixed on Practicality (for some)

Copy Examples

• •Headline: SCRY: Beyond Footwear. Enter the Next Dimension. Body: We don't just make shoes; we sculpt future narratives for your feet. Born from the Digital Embryo, each SCRY piece is an exploration into uncharted territories of design and sustainable innovation. Wear the horizon.
• •Headline: Deconstruct. Rebuild. Transcend. SCRY Stela Collection. Body: Inspired by the silent dominion of cosmic monoliths, the Stela Collection materializes the void. 3D-printed to challenge convention, each pair is a testament to integrated manufacturing and a step into the abstract. Define your own space.
• •Headline: The Laboratory is Open. Your Evolution Begins. Body: SCRY is not a brand; it's a perpetual experiment. We fuse avant-garde aesthetics with pioneering technology to redefine what footwear can be. Dare to step into the process.
• •Headline: Digital Embryo: Crafting the Unseen. Body: Our "Digital Embryo" framework is where data meets desire, birthing designs that live between the virtual and the tangible. Experience footwear conceived without limits, manufactured on demand. The future, consciously created.
• •Headline: SCRY ZERO: Equilibrium in Motion. Body: Introducing SCRY ZERO – where innovative design meets elemental comfort. Explore a new paradigm of lifestyle footwear, engineered for the mindful individual seeking balance in a world of complexities. Find your center.