GRADWEAR: Empowering youth, one hoodie at a time

I’ve been working with the enterprising team at GRADWEAR for a few years now, developing a brand voice and applying it clear across the board, beginning with the company’s ever-evolving web site. The core challenge has been to “speak to” high school-aged readers conversationally yet with a professional tone that avoids any whiff of condescension. We’ve learned that there’s a fine line between being cool and trying to sound cool. Have we struck the balance?