Brand Tone

Nostalgic, resilient ("'93 to infinity," "this isn't the end—it's a new beginning"), and proud

Brand Values

• •Community Support
• •Passion for Skate/Snow Culture
• •Knowledge and Expertise
• •Customer Service & Welcoming Atmosphere
• •Quality and Authenticity
• •Resilience/Legacy

Best Practices

• •Embrace the Legacy, but Speak to the Present: While leveraging the rich 31-year history is crucial for authenticity, ensure the copy for the new apparel and accessory line feels current and relevant to today's audience. Balance nostalgia with fresh energy.
• •Maintain a Community-Centric Voice (Even Online): Although the physical hub is gone, continue to foster a sense of community in your online communications. Use inclusive language ("we," "us," "your scene"). Highlight customer stories or user-generated content if possible (e.g., customers wearing TOTW apparel). This echoes the "family home" feeling the shop once had.
• •Be Authentic and Passionate: The original shop was loved for its genuine passion for skate and snow culture. This passion should still come through in descriptions of apparel, blog posts (if any), and social media captions. Avoid overly corporate or generic marketing speak.
• •Keep it "Cool" and Approachable: The shop was known for its "cool" atmosphere and "down-to-Earth" staff. The language should remain accessible, perhaps with a touch of understated confidence that reflects its established reputation, without being intimidating.
• •Consistency Across Channels: Ensure the tone, whether it’s nostalgic, proud, resilient, or community-focused, is consistent across the website, social media, and any email marketing. Develop a simple brand voice guide with keywords and "do/don't" examples for anyone creating content. For instance, always refer back to the "since '93" heritage where appropriate.

Social Perception

Deeply Respected & Loved Local Institution, Supportive and Knowledgeable, Cool and Authentic, Nostalgic

Copy Examples

• •Headline: Still Riding High. Since '93. Body: The concrete changes, the snow melts, but the spirit of Top of the World rolls on. We're bringing our three decades of Ottawa skate and snow legacy to a new generation of gear. Wear the story. Shop the latest TOTW apparel.
• •Headline: From Local Hub to Your New Favourite Tee. Body: For 31 years, we were Ottawa's home for skate and snow. Now, the legacy continues. Top of the World is back, bringing that same passion to our exclusive line of apparel and accessories. Built on community, designed for you.
• •Headline: TOTW: More Than a Brand, It's a Statement. Body: Rooted in Ottawa's core skate and snow culture since 1993. Top of the World isn't just a logo; it’s a piece of history. Represent the ride. Check out our new collection.
• •Headline: The Legend Evolves. Wear it Proud. Body: Top of the World has been reimagined. Decades of supporting the scene, now stitched into every piece. Authentic Ottawa. Global Vibe. Shop TOTW originals.
• •Headline: '93 'til Infinity. The Spirit Lives On. Body: The doors may have changed, but the heart of Top of the World beats strong. We're an Ottawa-based clothing, skateboarding, and accessory brand committed to the culture we helped build. Join the next chapter.