Brand Tone

Edgy & Alternative, Youthful & Streetwise, Individualistic & Bold, Informal & Direct

Brand Values

• •Self-Expression
• •Community/Belonging (Potentially)
• •Authenticity
• •Non-conformity

Best Practices

• •Develop a Voice Persona: Create a fictional character that embodies your brand. What kind of language do they use? What's their attitude? Write as if from this persona's perspective. For Crete Cowboy / unknwnyouth, this might be a cool, slightly rebellious, artistically-minded young adult.
• •Use a Consistent Vocabulary: Identify keywords, phrases, and even slang (if appropriate and authentic to the audience) that align with the brand. For example, words like raw, real, street, unfiltered, vibe, squad might fit. Avoid overly formal or corporate language.
• •Maintain Visual-Verbal Harmony: Ensure the tone of the copy matches the visual style of your images and graphics. If the visuals are edgy and raw, the copy should reflect that, not be overly polished or safe.
• •Speak Directly to Your Audience: Use you and your to create a direct connection. Understand their aspirations, frustrations, and language. The copy should sound like it's coming from someone within their community, not an outsider.
• •Create Tone Guidelines (and stick to them): Document the brand's tone of voice with clear examples of do's and don'ts. This is crucial if multiple people are creating content. It should cover everything from sentence structure and word choice to the use of emojis or humor. For instance: Do: Use confident, direct language. Don't: Use overly technical jargon or sound unsure.

Social Perception

Niche Appeal, Emerging Brand, Visual Identity Focus

Copy Examples

• •Headline: Not Known. Just Real. UY. Body: Forget the hype. Wear your story. Shop the new drop - link in bio.
• •Headline: Blend In? Never. Body: For the ones who make their own lane. The latest from Unknown Youth is here. Don't follow. Lead.
• •Headline: Street Certified. Youth Approved. Body: IYKYK. Our gear speaks for itself. Cop yours before it's gone. #UnknownYouth #StreetStyle
• •Headline: Your Vibe. Your Rules. Body: Engineered for the individual. Defined by you. Explore the collection. #UY #DefineYourself
• •Headline: Beyond the Noise. Find Your Frequency. Body: In a world of copies, stay original. The UY signature series. Limited run.