Brand Tone

friendly, proud (of Indiana), local, authentic, and sometimes subtly rebellious or counter-cultural

Brand Values

• •Indiana Pride & Identity
• •Local Support & Community
• •Authenticity & Realness
• •Quality
• •Inclusivity
• •Making a Positive Impact

Best Practices

• •Embrace "Hoosier" Authentically: Use language and references that resonate with Indiana residents without falling into tired clichés. Show a genuine understanding of the local culture, including its nuances and even its imperfections.
• •Maintain a Conversational & Approachable Voice: Write as if you're talking to a friend or a fellow Hoosier. Keep the language accessible, friendly, and down-to-earth.
• •Highlight Local & Community Impact: Regularly incorporate messaging about supporting local artists, businesses, and the broader Indiana community. This reinforces a core brand value.
• •Be Proud but Inclusive: Celebrate Indiana pride boldly, but ensure the messaging is welcoming and representative of all Hoosiers, reflecting the brand's stated value of inclusivity.
• •Tell the Story (and Stories): Continue to weave in the brand's origin story and the stories of the people and places within Indiana. This adds depth and authenticity to the brand.

Social Perception

Positive & Loyal Following, Appreciation for Local Focus & Quality, Seen as Authentic Indiana Representation, Community-Centric

Copy Examples

• •More than just a state. It's home. Wear your Indiana heart on your sleeve with our latest collection, designed by Hoosiers, for Hoosiers.
• •Yeah, we know Indiana. The good, the great, and the real. Our gear? It’s for everyone who gets it. #UnitedStateofIndiana #HoosierReal
• •From Anderson basements to main street boutiques, we’re all about that Indiana spirit. Support local, look good doing it. Shop USI.
• •Indiana: It's not just where you're from, it's who you are. Find your new favorite tee that says it all. Because being a Hoosier is a statement. #HoosierPride
• •Fighting to make Indiana better, one tee at a time. Join the movement. Show your pride, support your neighbors, and never stop working for a more united state. #IndianaForEveryone