Brand Tone

inspiring, activist, educational, hopeful, and community-oriented. They are also principled and urgent when addressing social injustices, yet maintain an overarching message of love, peace, and defiance against negativity. Their communication is direct and calls for action, but it's rooted in a desire to nourish and build a better world.

Brand Values

• •Social Justice & Equality: Advocating for movements for justice, equality, and liberation for all people. This includes racial justice, LGBTQ+ rights, feminism, disability rights, and economic justice.
• •Peace: Consistently advocating for an end to war and all forms of violence.
• •Sustainability & Respect for the Earth: Prioritizing eco-friendly materials and practices, and respecting all beings.
• •Diversity & Multiculturalism: Honoring diversity and creative expression from various cultures.
• •Community: Nourishing communities and fostering connections, including supporting artists and activists.
• •Art as Activism ("Artivism"): Believing in the power of art to inspire change, legitimize overlooked histories, and support political and economic shifts.
• •Ethical Production: Commitment to union-made products and non-sweatshop labor.
• •Education & Awareness: Helping to legitimize history that is largely ignored or trivialized by commercial media and school textbooks.

Best Practices

• •Lead with Values: Ensure every piece of copy, from product descriptions to social media posts, reflects SCW's core principles of justice, peace, sustainability, and community.
• •Inspire Action, Not Just Awareness: While educating is key, always aim to empower the audience to participate, whether it's through purchasing a product, sharing a message, or engaging in local activism.
• •Use Inclusive and Respectful Language: Given the focus on diversity and equality, all communication should be welcoming, affirm identities, and avoid exclusionary or stereotypical language. Actively use people-first language.
• •Maintain a Hopeful Yet Urgent Voice: Acknowledge the seriousness of social and environmental issues, but always frame messages with an underlying sense of hope and the possibility of positive change through collective effort.
• •Highlight the "Why": Connect products back to the larger mission. Explain how purchasing or displaying an item contributes to supporting artists, movements, and the overall vision of a more just and sustainable world. Emphasize the "cultural work" aspect.

Social Perception

principled and impactful organization dedicated to positive social change through art and activism. Customers and supporters see them as a source of inspiration, hope, and tools for expressing their own values. They are respected for their long-standing commitment to their mission and their eco-conscious and ethical practices. Retailers who stock their products do so because they align with SCW's values and appreciate the use of art for resistance. The brand is seen as a "cultural worker," actively participating in and supporting movements for a more just and peaceful world. They are also viewed as a vital part of the progressive community, providing materials that help people feel connected and empowered.

Copy Examples

• •Headline: Wear Your Voice. Spark Change. Body: Our new collection of organic cotton tees features powerful art for a just world. More than a shirt, it's a statement. Stand for peace, equality, and a thriving planet. Shop the Art of Resistance. Call to Action: Explore New Arrivals.
• •Headline: Art That Feeds the Soul & Fuels the Movement. Body: For over 40 years, Syracuse Cultural Workers has believed in the power of art to inspire. Our 2025 Peace Calendar is here – a daily reminder of hope, history, and the change we can create together. Call to Action: Get Your Peace Calendar.
• •Headline: Small Stickers, Big Statements. Body: From your laptop to your water bottle, let your values shine. Our eco-friendly stickers are tiny tools for big conversations. Choose your message. Spread the word. Call to Action: Shop Stickers & Buttons.
• •Headline: Gifts That Give Back: To People & Planet. Body: Looking for meaningful gifts? Our posters, cards, and books celebrate diversity, advocate for justice, and are made with sustainable practices. Give a gift that reflects your hope for a better world. Call to Action: Discover Meaningful Gifts.
• •Headline: Join the Community of Cultural Workers. Body: Every poster shared, every conversation started, every act of solidarity matters. At Syracuse Cultural Workers, we're more than a store – we're a movement. Connect with art that empowers and a community that cares. Call to Action: Learn Our Story & Get Involved.