Brand Tone

Edgy and Counter-Cultural, Community-Focused and Inclusive, Pioneering and Forward-Thinking, Authentic and Raw

Brand Values

• •Artist Empowerment
• •Accessibility
• •Innovation and Future-Forwardness
• •Community and Collaboration
• •Authenticity and Raw Expression
• •Cultural Hub

Best Practices

• •Embrace the Edge, Authentically: Use bold, direct language. Don't shy away from a bit of irreverence or street vernacular where appropriate, but ensure it feels genuine to the underground/art-pioneer spirit, not forced.
• •Always Circle Back to Community & Artist Support: Even when promoting the "new" or "edgy," weave in the message of inclusivity, support for emerging artists, and the importance of the community. This balances the rebellious tone with approachability.
• •Highlight Innovation with Clarity: When discussing NFTs or new art forms, explain the "why" – the benefit to artists (e.g., royalties, new platforms) and collectors (e.g., experiencing digital art physically). Avoid overly jargon-filled language unless the specific audience is deeply embedded in that tech.
• •Be Action-Oriented and Invitational: Use strong calls to action that invite participation, whether it's visiting an exhibition, supporting a campaign, or joining an event. Make the audience feel like they can be part of the Superchief movement.
• •Maintain Visual-Verbal Consistency: Ensure the tone of the copy aligns with the visual style of the artwork and gallery branding. If the art is raw and vibrant, the copy shouldn't be overly formal or subdued. Use visuals to reinforce the edgy, community-driven, and innovative messages.

Social Perception

Pioneering but Polarizing (NFTs), Champion of the Underground, Community-Oriented, Edgy and Authentic, Resilient but Vulnerable

Copy Examples

• •Headline: Don't Just See Art. Become Part of Its Future. Body: Superchief Gallery: Where the underground explodes into the now. We're not just showing art; we're rewriting the rules. Join the rebellion. #Superchief #ArtRevolution #NFTs #UndergroundArt
• •Headline: Raw. Real. Revolutionary. Body: Forget stuffy galleries. Superchief is a breeding ground for the artists you'll wish you knew sooner. From street grit to digital frontiers, we're the pulse of what's next. Experience it live. Support the scene. [Link to Patreon/Event] #ArtAccessibility #CommunityFirst #FutureArt
• •Headline: The Future of Art Isn't Coming. It's Here. And It's Physical. Body: We built the world's first IRL NFT gallery because digital art deserves to be seen, felt, experienced. Superchief: pioneering the space where art and tech collide. Dive in. #NFTGallery #DigitalArt #Innovation #SuperchiefNFT
• •Headline: This Ain't Your Grandma's Art Gallery. (Unless Your Grandma's Really Cool). Body: Superchief champions the bold, the raw, the creators pushing boundaries. We're a community, a platform, a movement. Get in on it. #UndergroundArtLA #NYCartScene #SupportArtists #EdgyArt
• •Headline: Our Walls Talk. Our Community Roars. Body: For over a decade, Superchief has been the home for art that matters, artists who dare, and a community that cares. Help us keep the heart of underground art beating. [Link to Support Page] #SaveSuperchief #ArtCommunity #ArtistRun #CultureHub