Brand Tone

Satirical and Critical, Conceptual and Artistic, Subtly Unsettling, Intelligent and Witty

Brand Values

• •Critique of Consumerism
• •Exploration of Identity
• •Questioning Conformity
• •Artistic Expression
• •Intellectual Engagement

Best Practices

• •Embrace Irony and Satire: Consistently use wit and subtle humor to critique the subject matter. The language should operate on two levels: the superficial appearance of a shoe brand and the deeper critical message.
• •Mimic and Subvert Consumer Language: Use the tropes of commercial advertising (e.g., aspirational language, benefit-driven descriptions) but twist them to expose underlying absurdities or critiques.
• •Focus on Conceptual Depth: Ensure all copy, even for fictional products, reinforces the core themes of consumerism, identity, and suburban life. Every "feature" or "benefit" should have a conceptual or critical undertone.
• •Maintain a "Plausibly Commercial" Aesthetic: The visual presentation (if any accompanying copy) and the website/social media should look convincing enough as a brand at first glance, making the subsequent realization of its artistic nature more impactful.
• •Encourage Reflection, Not Purchase: The call to action should not be to "buy now" in a literal sense, but to "think now," "question now," or "explore the critique." The language should guide the audience toward intellectual engagement rather than a transaction.

Social Perception

Intriguing and Thought-Provoking, Confusing (initially for some), Relevant, Innovative

Copy Examples

• •Headline: "Suburban Shoes: Walk the Path of Least Resistance. Or Is It?" Body: "Each pair is meticulously designed to blend in, stand out, and question everything in between. What does your footwear say about your cul-de-sac credibility?"
• •Product "Ad": "Introducing 'The Monotony Moccasin.' So comfortable, you'll forget you're unique. Just like everyone else."
• •Brand Statement Snippet: "At Suburban Shoes, we believe your feet deserve to be as thoughtfully curated as your lawn. Step into the narrative. Question the comfort."
• •Social Media Post Idea (if the project had one): "Spotted: Another ' perfettamente' manicured life. Our 'Hedge Trimmer High-Tops' pair perfectly with that illusion. #SuburbanShoes #ArtProject #ConsumerCritique #StepIntoTheCritique"
• •Exhibition Blurb: "Suburban Shoes: More Than What Meets the Foot. An exploration of the soles and souls of suburbia. Dare to look closer?"