Brand Tone

informal, relatable, and infused with humor, often with a self-deprecating and insider feel targeted towards his fanbase. There's also an element of boldness and edginess

Brand Values

• •creativity
• •community
• •authenticity
• •quality
• •inclusivity

Best Practices

• •Embrace Shane's Voice (Authentically): Write copy as if Shane himself is speaking directly to his audience. Use informal language, slang (where appropriate and authentic to his current voice), and don't be afraid of self-deprecating humor or acknowledging past eras if done tactfully and in line with his current branding.
• •Leverage Insider Knowledge: Incorporate references, catchphrases, and symbols that resonate deeply with long-time fans. This fosters a sense of community and exclusivity.
• •Keep it Relatable and Candid: Even when selling, maintain a down-to-earth, conversational style. Avoid overly corporate or formal language. Acknowledge the everyday in a humorous way.
• •Visuals Must Match: Ensure that the tone of the copy is reflected in the product photography, social media imagery, and overall website design. If the tone is quirky and informal, the visuals shouldn't be stark and overly polished in a corporate sense.
• •Acknowledge the Audience Directly: Use you guys, address fans directly, and create a dialogue. Make them feel like part of an ongoing conversation, not just consumers. Monitor fan discussions on social media and forums (like Reddit) to stay attuned to their language and sentiments, adapting slightly as needed while remaining true to the core brand voice.

Social Perception

highly polarized, largely mirroring the public's perception of Shane Dawson himself due to his past controversies. There is a loyal fanbase and also criticism and skepticism.

Copy Examples

• •Still spiraling? Same. At least do it in our ridiculously comfy 'Spiraling Since 1988' hoodie. Your existential dread deserves this level of softness.
• •Admit it, you've said 'Oh My God' in Shane's voice at least once today. Make it official with this classic pig tee. We won't judge (much).
• •Is your FBI agent tired of your conspiracy theories? Ours too. Get this 'All-Seeing Eye' phone case and let them know you know they're watching. #StayWoke
• •Remember that one time...? Yeah, we put it on a shirt. True fans will get it. The rest? Let 'em wonder. Limited stock, because chaos is our brand.
• •Warning: Wearing this merch may cause spontaneous quoting of Shane, an urge to investigate everything, and extreme comfort. You've been warned. (You're welcome.)