Brand Tone

Spirited, proud, supportive, and communal, fostering a sense of belonging and pride in the Maryvale identity.

Brand Values

• •Community & Sisterhood
• •School Spirit & Pride
• •Tradition & Heritage
• •Support for the Institution
• •Inclusivity & Belonging

Best Practices

• •Always incorporate words like sisterhood, community, family, together, us, and our to reinforce the communal value.
• •Write copy as if the shop is part of the school community, not just a store selling to it. Use "We are excited to release..." instead of "The Shop is selling...".
• •Connect products to school events, traditions, and feelings. It’s not just a t-shirt; it’s a t-shirt for the annual rivalry game that celebrates our unity.
• •Regularly use terms like Lions, The Maryvale Way, the castle, Red & Grey, and other insider phrases that resonate exclusively with the Maryvale community.
• •The tone should always be uplifting. Celebrate student achievements, build excitement for events, and foster a constant sense of school pride.

Social Perception

Perceived as an essential and integrated service within the school community, fostering pride and unity. It's seen as a necessary resource for students, parents, and alumnae, providing a tangible connection to the 'sisterhood' and school traditions.

Copy Examples

• •Cozy up in the new Legacy Crewneck! ✨ Perfect for chilly mornings and showing your Lion pride all day long. Tag a sister you’d share this with! #MaryvaleLions #Sisterhood #TheMaryvaleWay
• •Ready for a Great Year! Get all your essential Maryvale gear, from uniform polos to gym kits. Shop now for easy in-store pickup.
• •Still a Lion at Heart? New Alumnae Gear Inside! Whether you’re near or far, carry a piece of the castle with you. Discover our new collection of alumnae apparel and accessories, perfect for showing your lifelong Maryvale pride.
• •GAME DAY! Are you ready to ROAR? 🦁 Gear up at the Shop! We’re open ‘til 4 p.m. Poll: 'Wearing my Red & Grey' vs. 'Grabbing my gear now!'
• •A timeless tradition for every Lion. This classic felt pennant is perfect for your bedroom, dorm, or office. It’s more than just decor—it’s a reminder of the sisterhood, the memories, and the pride that is forever Maryvale.