Brand Tone

Authentic, Edgy & Urban, Creative & Expressive, Community-Oriented, Confident & Direct, Appreciative & Customer-Focused

Brand Values

• •Authenticity
• •Creativity
• •Quality
• •Community
• •Accessibility
• •Social Responsibility
• •Self-Expression

Best Practices

• •Develop a "Voice Guide": Create a simple document outlining key tone words (e.g., authentic, edgy, urban, creative, bold, inclusive), "words we use," and "words we avoid." This ensures anyone writing copy is aligned.
• •Immerse in the Culture: Continuously engage with NYC street art, graffiti culture, and the streetwear scene. Let this authentic influence naturally permeate the language used.
• •Speak to Your Community, Not At Them: Use language that resonates with the target audience. Think about how they communicate, their slang (if appropriate and authentic to the brand), and their values. Foster a sense of "we're in this together."
• •Prioritize Authenticity Over Trends: While staying current is important, the core tone should remain rooted in the brand's foundational values of NYC graffiti and street art. Avoid adopting slang or tones that feel forced or inauthentic to this identity.
• •Show, Don't Just Tell: Instead of saying "we are creative," use vivid language and storytelling that *demonstrates* creativity and the brand's connection to art (e.g., "Inspired by the drip of a fresh tag," "Each piece a canvas"). Similarly, references to quality should be backed by details about materials or craftsmanship where appropriate.

Social Perception

Positive Customer Feedback, Limited Broader Awareness, Niche Appeal, Perceived as High Quality

Copy Examples

• •Uncap your style. GRIFF NYC: Straight from the alleys of New York, onto your back. This isn't just a hoodie, it's a statement. Wear the art. Live the culture. #GriffNYC #StreetArtWear #NYCEdge #GraffitiGear #UrbanCanvas
• •GRIFF NYC // FROM THE STREETS, FOR THE STREETS. Authentic designs born from the heart of the city's graffiti scene. Quality gear built to express. Join the movement.
• •Meet the 'Concrete Flow' Tee. Inspired by the raw energy of a fresh tag on city walls, this premium tee is your new uniform for urban exploration. Crafted for comfort, designed to be seen. Every thread tells a story. What's yours? #GriffNYCBrand #StreetwearStaple #WearableArt
• •FRESH DROPS: Art You Can Wear // GRIFF NYC Is Here Yo, Art Rebels! Get first dibs on our latest collection – pure NYC grit and creativity, stitched into every piece. We see you, we are you. Express unapologetically. Shop the new wave now and show the world your canvas.
• •GRIFF NYC isn't just a brand; it's a piece of New York's soul. We live the culture, breathe the art, and build our gear with the same passion that fuels every graffiti writer's masterpiece. This is more than clothing – it’s your voice. Amplify it.