Brand Tone

Inclusive & Affirming, Bold & Direct, Community-Oriented, Passionate & Mission-Driven

Brand Values

• •Inclusivity
• •Self-Expression & Authenticity
• •Empowerment
• •Support & Advocacy
• •Pride

Best Practices

• •Embrace Authenticity: Share real stories (with permission), feature community members, and be transparent about being a queer-owned business.
• •Reinforce the "by the community, for the community" value.
• •Create internal brand voice guidelines for any staff or collaborators.
• •Use inclusive language and avoid stereotypes.
• •Ensure all visuals are representative of the diversity within the LGBTQ+ community.

Social Perception

Supportive, authentic, and necessary brand that provides clothing specifically affirming queer identities. A safe space and a way to visibly express their identity and support for the LGBTQ+ community. The "small queer clothing company" positioning resonates with consumers looking to support businesses from within the community.

Copy Examples

• •"Pronoun Hats" and "Pronoun Hoodies"
• •T-shirts with slogans such as "Gender is Fake" and "Queer."
• •Designs are inspired by the queer community but are meant for anyone who wants to support LGBTQ+ individuals.
• •Promote self-love, acceptance, and equality.
• •Join our community of love, acceptance, and fearless self-expression. #QueerOwned #LGBTQSupport #ShopSmall #CalgaryPride