Brand Tone

Caring, Supportive, and Trustworthy

Brand Values

• •Community Support
• •Patient-Centricity
• •Quality and Curation
• •Innovation and Sustainability

Best Practices

• •Always Lead with the "Why": Every piece of copy, from a product title to a social media post, should connect back to the core mission. The "Gifts that Give Back" message is the brand's strongest asset and should be reinforced at every opportunity.
• •Use Empathetic and Supportive Language: The tone should always be warm, understanding, and compassionate. Use words like "comfort," "care," "support," and "wellness." Avoid overly commercial or transactional language.
• •Highlight "Clinically-Approved" and "Expert-Selected": Leverage the trust associated with Mount Sinai. When promoting relevant products (especially for mothers, babies, or patients), mention that they are selected or approved by the hospital's own clinical experts to reinforce credibility and value.
• •Be Specific About Impact: Whenever possible, move beyond the general statement that "proceeds support the hospital." Use specific examples (e.g., "funded 10 new bassinets," "supported our cancer research program") to make the customer's contribution feel tangible and meaningful.
• •Maintain a Unified Voice with the Sinai Health Foundation: Since the shop lacks its own social channels, ensure all promotional content shared through the Foundation's platforms is aligned in tone and values. The shop's messaging should feel like a natural extension of the Foundation's philanthropic and community-focused narrative.

Social Perception

The brand is perceived as an essential and benevolent arm of Mount Sinai Hospital, not a standalone commercial entity. Customers and partners view purchases as a direct way to support the hospital's mission. It is seen as a reliable and thoughtful resource, offering convenience and curated, appropriate gifts.

Copy Examples

• •Headline: Welcome the Newest Arrival with a Gift that Cuddles, Comforts, and Cares. Body: Our Sinai Shop has everything new parents need, from pre-term infant clothing to lactation-consultant-approved feeding supplies. Every blanket, onesie, and toy you purchase helps fund life-changing care for moms and babies at Sinai Health. Shop with purpose. #GiftsThatGiveBack #SinaiBabies
• •Headline: This Season, Give the Gift of Hope. Body: Your holiday shopping can make a difference. Whether it's a cozy blanket for a patient or a Sinai Health hoodie for a healthcare hero, 100% of proceeds from The Sinai Shop support vital research and patient care.
• •Headline: A Box of Comfort, Delivered with Care. Body: Brighten their stay with our thoughtfully curated Get Well package. Filled with soothing essentials and quiet comforts, it’s the next best thing to a hug. Plus, your purchase directly supports the work of the incredible caregivers at Sinai Health. Free delivery to patient rooms available.
• •Subject: A Thank You from Sinai Health. Body: Your recent purchase from The Sinai Shop did more than just bring comfort to a loved one—it helped us purchase new equipment for our neonatal intensive care unit. See how your support is making a tangible impact and discover our new collection of staff-approved wellness products.
• •Headline: Your Purchase Heals. Body: When you shop here, you become part of our community of care. Every item you buy helps fund groundbreaking research, patient support programs, and the future of medicine at Sinai Health. Thank you for making a difference.