Brand Tone

introspective, adventurous, authentic

Brand Values

• •Appreciation for Nature
• •Storytelling
• •Authenticity
• •Simplicity
• •Exploration

Best Practices

• •Write from a Personal Perspective: Always use 'I' and share personal reflections. The strength of the brand is its personal nature; the copy should always reflect that.
• •Prioritize Storytelling: Frame every piece of content, whether a short caption or a long blog post, as a story with a beginning, middle, and end.
• •Use Evocative and Sensory Language: Instead of just describing what can be seen, use words that evoke feelings, sounds, and smells to immerse the audience in the experience.
• •Maintain a Contemplative Pace: Avoid overly energetic or sales-oriented language. The tone is calm and considered, and the copy should reflect this by using thoughtful phrasing and allowing for moments of pause.
• •Let the Visuals Lead: The photography is the heart of the brand. The copy should always complement the images, adding depth and context without overshadowing them. The writing should serve the visuals, not the other way around.

Social Perception

A credible and artistic endeavor, a personal project driven by passion, projecting an image of a serious artist with a distinct, contemplative point of view.

Copy Examples

• •Chasing the Fading Light: A Journey Through the Alvord Desert.
• •There ’s a certain quiet that you can only find under a canopy of old-growth trees. Each photo here is a captured moment of that silence, a memory of the stillness. More from my latest journey on the blog (link in bio).
• •I've always been drawn to the stories that landscapes tell. Through my lens, I seek to translate the whispers of the wind and the wisdom of the mountains. Good in the Woods is my collection of these translated tales—a journal of light, shadow, and the space in between.
• •A dispatch from the road less traveled...
• •Your gear is built for the journey; my work is about capturing its soul. I'm heading into the backcountry to document the changing seasons and would like to tell the story of how your equipment stands up to the test of authentic adventure.