Brand Tone

Aspirational, empowering, confident, and stylish. Innovative and a statement of individuality. Motivational and focused on ambition and dreams.

Brand Values

• •Ambition
• •Individuality & Self-Expression
• •Excellence & Meticulous Craftsmanship
• •Confidence & Empowerment
• •Innovation

Best Practices

• •Clearly document the brand's tone (aspirational, empowering, confident, stylish), core values (ambition, individuality, excellence, confidence, innovation), and key messaging points.
• •Frame copy around the customer's aspirations and how the brand empowers them to achieve their goals and express their individuality.
• •Incorporate words and phrases that speak to success, ambition, dreams, innovation, and a high-end yet edgy lifestyle, consistent with marrying urban aesthetics with high-end sophistication.
• •Maintain consistency across all channels: Ensure the tone is consistent across the website, social media posts, email marketing, product descriptions, and any advertisements.
• •While aspirational, the tone should avoid being overly corporate or inauthentic, which can be a turn-off.

Social Perception

The brand aims to inspire confidence, elevate style, and empower individuals to chase their dreams. They aim to be perceived as fighting against mental health issues and inspiring courage.

Copy Examples

• •Shop The Young Billionaires.
• •What's your next move?
• •Discover the collection that speaks your language.
• •Define your narrative with streetwear that’s as ambitious as you are.
• •The brand's narrative is one of ambition, style, and innovation, aiming to transcend fashion norms.