Brand Tone

Witty, Mysterious, and Personable

Brand Values

• •Creativity and Originality
• •Personal Fulfillment
• •Community and Collaboration
• •Inclusivity and Exclusivity Paradox
• •Quality and Utility

Best Practices

• •Embrace the Founder's Voice: Continue to let Sean Walsh's personality—his wit, love for the macabre, and local pride—be the primary driver of the brand's tone. Authenticity is key.
• •Maintain the Mystery: Use language that reinforces the "secret society" theme. Words like "artifact," "initiate," "classified," "uncovered," and "esoteric" can be woven into copy to maintain the brand's unique allure.
• •Balance Humor with the Macabre: The brand's sweet spot is the intersection of spooky and funny. Ensure that even the darkest themes have a touch of wit, preventing the brand from becoming overly serious or alienating.
• •Tell the Story Behind the Design: For new product launches, share a brief, engaging story about the inspiration. This reinforces the value of originality and gives customers a deeper connection to the "artifacts" they are purchasing.
• •Engage with the Community as an Insider: In social media interactions, treat followers and customers as fellow members of the society. Use inclusive language that welcomes them into the fold, creating a strong sense of belonging and brand loyalty.

Social Perception

Secret Society Goods is perceived as an authentic, artist-driven brand with a strong local following in the Orlando creative community. Customers and collaborators see it as a "hidden gem," and purchasing from the brand feels like joining a special club. The founder is recognized as a talented graphic designer, and the brand is often highlighted in local publications as a key part of Orlando's burgeoning art scene. The perception is that of a high-quality, creative-led business that is a cool, slightly edgy, and cherished part of the local culture.

Copy Examples

• •They say the eyes are the window to the soul. This one’s a window, a door, and probably a secret escape hatch. Our new ‘All-Seeing’ pin is now watching over the shop. Grab one before it sees something it shouldn’t. #SecretSocietyGoods #EnamelPin #AllSeeingEye #Pingame
• •For those who navigate the humid depths of the Sunshine State after dark. This embroidered patch is a tribute to the mysteries that lurk beneath the cypress trees. Iron it on your favorite jacket as a warning to others: you’re a local, and you’ve seen things. Utilitarian, a little unsettling, and 100% Florida-proof.
• •An invitation to the shadows... and a sale.
• •A curated collection of our utilitarian goods, occult inspirations, and things that go bump in the night. For the discerning individual who believes even the crepuscular underworld deserves a gift shop. Follow us, if you dare.
• •Just packed up the last of the ‘Busy & Broke’ merit badges. It’s funny because it’s true. Thanks for keeping this one-person operation humming. Now to design something about being tired. #SmallBusiness #ArtistLife #SecretSocietyGoods