Brand Tone

Intellectual, defiant, witty, and intimate

Brand Values

• •Social and Gender Justice
• •Individuality and Self-Expression
• •Inclusivity and Body Positivity
• •Art & Culture
• •Authenticity

Best Practices

• •Embrace the "High/Low" Tone: Consistently balance intellectual, philosophical concepts with witty, self-aware, and even slightly irreverent asides. This "pretentious... but make it cool" voice is your unique identifier. Reference activist theory or art history, then immediately ground it with a relatable, humorous comment.
• •Lead with the "Why": Every piece of copy, from a product description to a social media post, should connect back to the core values of introspection, justice, and art. Don't just sell a hat; sell a piece of "amazing head" that's part of a larger conversation about queer desire or artistic defiance.
• •Use Storytelling and Metaphor: The brand name itself is a metaphor. Lean into this. Use storytelling to explain the inspiration behind a design (e.g., 'This design was born from a conversation about...'). Use metaphors related to language, silence, space, and art to add depth to your descriptions.
• •Speak Directly to Your Niche: Your audience understands references to Scruff, Audre Lorde, and queer theory. Don't shy away from this insider language. It builds a strong sense of community and signals that you are authentically part of the culture you're serving, not just marketing to it.
• •Maintain Visual and Textual Harmony: The defiant, artistic, and sometimes stark aesthetic of your products should be mirrored in the copy. Use concise, impactful sentences. Employ visual breaks, punctuation (like the ellipsis...), and formatting to control the rhythm and make the text itself feel like a design element.

Social Perception

Due to its recent launch, The Ellipses Project has a limited public perception. The existing online presence is entirely brand-controlled. It presents as a niche, art-focused, activist-driven streetwear and lifestyle brand targeting a progressive, culturally aware audience, and is perceived as an LGBTQ+ owned business with a strong, unapologetic point of view.

Copy Examples

• •In the spaces between lines, we find our form. The 'Proportio' tee is for the moments of quiet definition and the beauty of the unspoken silhouette. It’s more than a shirt... it’s a statement on finding your own shape. #TheEllipsesProject #QueerArt #WearableReflection
• •Headline: Not Just Apparel. An Argument. Body: At The Ellipses Project, we believe what you wear is a conversation. Our designs are for the moments in between, the thoughts unsaid, and the revolutions un-televised. Queer-owned, artist-driven, and made for you. Explore the collection...
• •Main Text: The space between perception and reality... Sub-text: ...is where you find yourself. Welcome to The Ellipses Project.
• •Subject: It's time for a Tender Insurrection...
• •Some things don't need to be said out loud. They need to be felt, sketched, plotted, or penned. The "Stop Talking" journal is your space for the thoughts that are too loud for words. A place for your private manifestos and quiet rebellions. Fill the silence.