Brand Tone

Aspirational, calm, community-focused, authentic, laid-back, reflective, and inclusive.

Brand Values

• •Passion & Dedication
• •Work-Life Balance
• •Community
• •Authenticity
• •Simplicity & Nature

Best Practices

• •Speak from the "We": Always use "we" and "our" to reinforce the community and club aspect. Talk to your audience as if they are already members.
• •Prioritize Feeling Over Features: Your copy should evoke the feeling of an early morning surf. Use sensory language (e.g., "misty," "chill," "salty," "quiet") rather than just listing product specifications.
• •Keep it Understated and Confident: Avoid overly aggressive sales language, excessive exclamation points, or urgent calls-to-action. The tone is calm and confident, like someone who knows a secret worth waking up for.
• •Embrace the "Before Work" Narrative: Continuously tie the products and messaging back to the core story. The conflict and harmony between passion (surf) and responsibility (work) is your unique angle.
• •Champion Your Community: Regularly feature user-generated content and stories. Use copy to ask questions and engage your audience about their own "before work" rituals. This validates their experience and reinforces the brand's community-first values.

Social Perception

Perceived as a desirable lifestyle brand that customers buy into for its authentic, aspirational idea and community. It is seen as a genuine club that recognizes and celebrates its followers.

Copy Examples

• •The 5 AM roll call. Worth it, always. #BeforeWorkSurfClub
• •The uniform for pre-dawn check-ins. Our Dawn Patrol Hoodie is made for those quiet moments when it’s just you, the horizon, and the promise of a good set. Soft, durable, and warm enough for the early morning chill. Your day job can wait.
• •Own Your Morning. The daily grind starts after this.
• •A mid-week reminder from the club...
• •Headline: Not a Pro Surfer? Neither Are We. Body: We’re a club for the passionate, the dedicated, the 9-to-5ers who know the best meetings happen on a board. Inspired by early morning sessions, built for the daily grind. Join the club.