Brand Tone

Edgy & Streetwise, Artistic & Culturally Aware, Authentic & Unapologetic, Exclusive/Limited, Youthful

Brand Values

• •Authenticity: Rooted in genuine skate and street culture.
• •Artistic Expression & Creativity: Highlighted by photographer collaborations and unique product designs.
• •Individuality & Non-Conformity: Often associated with skate culture and the artistic collaborators.
• •Community: Implied through its connection to the skate scene and specific cultural niches (e.g., Queer activism mentioned in McGinley's bio).

Best Practices

• •Know Your Roots: Always circle back to the core of skate culture, street art, and authentic self-expression. Let this authenticity shine through in the language.
• •Use Insider Language (Sparingly & Authentically): Incorporate slang or terminology that resonates with the target audience (skaters, street art enthusiasts) but avoid forcing it or overdoing it, which can seem inauthentic.
• •Visuals and Voice Alignment: Ensure the copy complements the raw, artistic, and often candid visual style seen on the website and associated with collaborators like Ryan McGinley. The words should feel like they belong to the images.
• •Embrace Brevity and Impact: Street culture and art often communicate powerfully with few words. Copy should be concise, bold, and memorable. Avoid overly corporate or elaborate language.
• •Stay Current, Stay Timeless: While reflecting current street and art trends, the core message of authenticity and individuality should remain timeless. Avoid chasing fleeting fads that don't align with the brand's foundational identity.

Social Perception

Niche & Cult Following, Cool & Desirable, Credible within Skate Culture

Copy Examples

• •Product (T-Shirt): Not just a tee. It's a statement. Wear VIOLET. The street knows.
• •Instagram Post (New Drop): Fresh drop. Same grit. VIOLET. Get it before it’s history. Link in bio. #VioletState #Streetwear #SkateCulture
• •Website Banner (General): VIOLET: Beyond the Pavement. Art. Skate. State of Mind.
• •Product (Skate Deck): Concrete canvas. Your story. Our deck. VIOLET. Built for the unapologetic.
• •Email Subject Line (Exclusive Preview): Inside VIOLET: First Look. For Our Crew Only.