Brand Tone

Inspirational, traditional, and deeply community-oriented. The language is reverent and educational, often referencing spiritual and historical concepts, creating a voice that is both grounding and aspirational. Communications feel personal and heartfelt, aiming to build a sense of belonging and shared purpose.

Brand Values

• •Community and Belonging
• •Tradition and Heritage
• •Personal and Spiritual Growth
• •Holistic Wellbeing
• •Inclusivity

Best Practices

• •Always connect the activities (the 'what') to the deeper purpose (the 'why'). Frame archery not as a sport, but as a "meditative practice." Frame horsemanship not as riding, but as learning "leadership."
• •Incorporate words like "journey," "tradition," "community," "discipline," "wellbeing," "mastery," and "connection" consistently across all communications to reinforce brand values.
• •While highlighting the rich Islamic heritage ("Sunnah," "Ottoman"), always pair it with inclusive language like "open to all," "a place for everyone," and "Brothers and Sisters of the Bow" to ensure you welcome a diverse audience.
• •The most powerful content is the stories of personal transformation from community members. Feature quotes and short narratives in social media posts, on the website, and in newsletters to showcase the brand's impact.
• •The core of the brand's success is its community. Copy should always reflect this. Use phrases like "Join the family," "Find your tribe," and "Stay for the community" to appeal to the fundamental human need for belonging.

Social Perception

Overwhelmingly positive and vital. Perceived as much more than a sports club; a place for connection, healing, and personal development. Valued for its supportive atmosphere, knowledgeable instructors, and profound impact on individuals and families. Recognized as a unique place to learn authentic mounted Ottoman archery, with The Madinah Project seen as an exciting and ambitious step for community building.

Copy Examples

• •More than a place. A purpose. Help us build The Madinah Project—a home for community, character, and connection for generations to come.
• •Find your focus. Still your mind. The journey of the arrow begins within. Our Foundations Course isn't just about hitting a target; it's about discovering the strength and discipline inside you. All are welcome. Link in bio to begin your ascension.
• •In a chaotic world, give your family an anchor. Archery Ascension is a place to connect with tradition, nature, and each other. Build confidence in your children and peace within yourself. Discover our family and youth programs this weekend.
• •True leadership is a partnership. Our horsemanship program teaches more than riding; it builds a relationship based on trust, communication, and respect. Learn to lead with heart and quiet confidence, on the ground and in the saddle.
• •Join us for a night of inspiration as we share the journey of Archery Ascension and launch our next chapter: The Madinah Project. Together, we are reviving tradition and building a legacy of wellbeing. Your presence supports the future of our community.