Brand Tone

approachable, supportive, hopeful, and candid, with elements of humor. Also bolder and more dynamic

Brand Values

• •Mental Health Advocacy
• •Open Conversation
• •Inclusivity
• •Honesty, Humor, and Hope
• •Resilience and Transformation

Best Practices

• •Always Circle Back to the Core Mission: Ensure that all copy, whether for product descriptions, social media, or ads, ties back to the central theme of promoting mental health awareness and fostering open conversation.
• •Embrace Honesty and Relatability: Use language that is genuine and reflects real experiences. Avoid overly clinical or jargon-filled phrasing. Share relatable anecdotes or feelings (while maintaining privacy and appropriateness).
• •Inject Hope and Positivity (with a touch of humor where appropriate): While acknowledging the seriousness of mental health, maintain an overall tone of hope and resilience. Humor can be a powerful tool for connection and destigmatization but should be used thoughtfully and sensitively.
• •Prioritize Inclusivity in Language and Imagery: Use gender-neutral language where possible and ensure that messaging resonates with a diverse audience. Reflect this inclusivity in visuals as well, as highlighted in their rebranding.
• •Be a Supportive Voice: Frame copy as if speaking to a friend or supportive community member. Offer encouragement and understanding, reinforcing the idea that it's a safe space to discuss mental health.

Social Perception

a supportive community that uses fashion to foster understanding and reduce stigma around mental health. They want customers to feel comfortable and confident wearing their items, seeing them as conversation starters.

Copy Examples

• •Wear your story. Spark a conversation. Our latest collection is designed to bring a little more honesty, humor, and hope to mental health. #PhoenixAshApparel #MentalWellness
• •Feeling 'Unbothered by this Situation'? 😉 Sometimes, a little bit of sass is self-care. Rock our tee and own your calm. #MentalHealthJourney #SelfCare
• •It's okay to not be okay. And it's more than okay to talk about it. Our apparel is a reminder that you're not alone. Let's rise together. 🔥 #Hope #Community #PhoenixRising
• •Therapy is cool. Talking about your feelings is cool. Wearing clothes that say so? Even cooler. Join the Phoenix Ash Apparel movement. #MyTherapistSays #MentalHealthMatters
• •Brighter, bolder, and always here for you. We're on a mission to make mental health a priority, one comfy tee at a time. Explore our new inclusive range! #Inclusivity #MentalHealthAwareness