Brand Tone

Passionate, authentic, performance-focused, encouraging, and community-oriented.

Brand Values

• •Community
• •Affordability
• •Quality
• •Inclusivity
• •Performance

Best Practices

• •Always Speak from a Climber's Perspective: Use language and terminology that resonates with the climbing community. Share personal anecdotes and stories that demonstrate a genuine passion for the sport.
• •Emphasize Performance and Quality: In all copy, highlight the tangible benefits of the products. Use strong, action-oriented words that convey a sense of power and reliability.
• •Maintain a Supportive and Inclusive Tone: Actively celebrate the achievements of all climbers, regardless of their skill level. Continue to showcase the brand's commitment to diversity and inclusivity in all communications.
• •Be Transparent and Authentic: Share the story behind the brand and its products. Be open about the manufacturing process and the materials used. This builds trust and reinforces the brand's commitment to quality.
• •Foster Community Engagement: Encourage user-generated content by featuring customers' climbing photos and stories. Create a sense of belonging by actively participating in conversations within the climbing community.

Social Perception

Positive, known for quality, effectiveness, and affordability. Seen as high-value, authentic due to founder story, and inclusive due to support for para-climbing.

Copy Examples

• •The crux is calling. Your gear better be ready. Our super-grippy liquid chalk provides the relentless hold you need to push your limits. No fluff, just performance. #PowerThroughTheCrux
• •Engineered by climbers, for climbers. Introducing the new Crux Power Brush—designed to clean holds with maximum efficiency so you can focus on the send.
• •Your support fuels our passion. As a member of the Crux Power community, you get first dibs on our latest batch of performance chalk. Stock up and get ready for your next project.
• •Don't let your gear be your crux. We believe every climber deserves access to high-quality equipment that they can trust. That's why we pour our hearts into creating products that deliver on their promise.
• •Team up with Crux Power and give your members the edge they need. Our performance chalk is designed for serious climbers who demand the best. Let's build a stronger climbing community, together.