DISSH Tone of Voice & Messaging

Serving up a refreshed DISSH.

DISSH knew they looked good, but they wanted to sound good, too. The cult, minimalist fashion brand came to us looking for a refreshed tone of voice and a bold tagline to match.

We’d worked with them previously on a Pride Month campaign, and knew from this experience that, to them, community is just as important as the clothes. DISSH is a values-driven operation, where one of the values happens to be great style. We knew their tagline had to be just as balanced and refined as their clothes, but capture this sense of ethics and mindfulness, too.

After much tinkering, we landed on this line:

DISSH knew they looked good, but they wanted to sound good, too. The cult, minimalist fashion brand came to us looking for a refreshed tone of voice and a bold tagline to match.

After much tinkering, we landed on this line:

Understated in its simplicity, we love that this tagline alludes to the effortless minimalist aesthetic of the brand as well as the mindful, conscious shopping experience it encourages.

After we’d settled on the tagline, we built out their tone of voice. Defining their key personality traits including how to make a pun sophisticated. And all the little details that comprise a brand voice, down to which punctuation marks they use (the verdict: exclamation points are not very DISSH).

“We love to talk (about the things we care about). As the brand has evolved through the years, it was important for us to clearly identify and articulate exactly who we are through how we communicate and how we connect with and talk to our customer, beyond the visual. Willow & Blake helped us achieve all of that (and we had a lot of fun while doing it).” said Prudence Richardson, Brand Director at DISSH.

Have a scroll to see their new voice in situ…