Brand Tone

Confident, Modern, Functional, Authentic

Brand Values

• •Functionality & Performance
• •Durability & Quality
• •Style & Modern Aesthetics
• •Innovation
• •Comfort & Fit
• •Respect for the Trade
• •Sustainability (Emerging)

Best Practices

• •Anchor on "Function by Design": This core philosophy should be a consistent thread. Clearly articulate how specific design choices enhance functionality and benefit the tradesperson.
• •Fuse Toughness with Style: Consistently communicate both the robust, durable nature of the products and their modern, stylish aesthetic. Use strong, active language for performance and confident, contemporary terms for style.
• •Employ Authentic Trade Language: Utilize terminology and scenarios that resonate genuinely with the target audience (e.g., "on the tools," "site-ready," "job site"). Authenticity is key; avoid forced or clichéd language.
• •Spotlight Innovation and Technical Details: When describing products, clearly explain the advantages of specialized materials (e.g., DURA500™ reinforcement, NITROLITE™ cushioning, stretch ripstop) and construction features (e.g., triple-stitched seams, strategically placed pockets, articulated joints).
• •Visually Reinforce Craftsmanship & Professionalism: Complement copy with high-quality visuals (photography and video) that depict the gear in action on realistic worksites, worn by a diverse range of skilled tradespeople. This celebrates the wearer’s professionalism and aligns the brand with their expertise.

Social Perception

Reliable, High-Quality, Stylish for Workwear, Tough, Resilient, Comfortable, Innovative, Aspirational for Tradespeople, Good Investment

Copy Examples

• •Headline: FXD: Engineered for the Unrelenting. Built for You. Body: Don't just do the work. Define it. FXD technical workwear combines relentless durability with a modern edge, because your gear should work as hard—and look as good—as you do. Function by Design.
• •Headline: From Site to Street, FXD Moves With You. Body: The job doesn't stop, and neither should your gear. With 360-degree stretch fabrics and purpose-built design, FXD workwear delivers all-day comfort and unmatched performance that transitions seamlessly from the worksite to your well-earned downtime.
• •Headline: The Standard is Set. Then We Raise It. FXD Workwear. Body: We don't follow trends; we build for the trade. Every stitch, every panel, every feature of FXD gear is meticulously crafted for superior function and resilience. Experience the difference purpose-built makes.
• •Headline: Your Craft Demands a Higher Caliber of Gear. Body: FXD Workwear: Where advanced material science meets real-world tradie insight. Tougher, smarter, and designed to keep you performing at your peak, day in, day out.
• •Headline: FXD: Not Just Workwear. It's an Upgrade. Body: Stop settling for gear that just gets by. Invest in workwear that’s as committed to the job as you are. Discover FXD’s range of pants, boots, and apparel – built with integrity, designed for today’s professional.