Brand Tone

Gamified and Competitive, Aspirational and Empowering, Community-Centric and Collaborative, Edgy and Technical, Modern and Energetic

Brand Values

• •Practical, Hands-On Learning
• •Community
• •Gamification
• •Accessibility and Empowerment
• •Excellence and Cutting-Edge Content

Best Practices

• •Use Gamified Language: Incorporate verbs and nouns from gaming and hacking culture. Words like "pwn," "root," "level up," "challenge," "arena," "quest," and "leaderboard" reinforce the brand's core identity and make content more engaging.
• •Celebrate the Community: Always position the community as the hero. Highlight user achievements, feature user-generated content (like new machines or walkthroughs), and use inclusive language like "we," "us," and "together."
• •Balance Technicality with Aspiration: Don't shy away from technical terms that add authenticity, but always connect them to a higher-level benefit like career growth, skill mastery, or personal achievement. For example, instead of just mentioning "Active Directory exploitation," frame it as "Mastering Active Directory to become unstoppable in corporate environments."
• •Embody the "Hacker Mindset": The copy should be confident, slightly edgy, and focused on overcoming challenges. It should speak to the reader's intelligence and ambition, treating them as capable peers on a shared mission.
• •Maintain a Consistent "Hack with Style" Vibe: This mantra from the swag store should permeate all copy. It implies that being a hacker is not just about technical skill but also about a certain attitude, identity, and aesthetic. The brand is cool, modern, and a source of pride for its users. Your copy should reflect that.

Social Perception

Hack The Box is overwhelmingly perceived as a leader and a top-tier platform in the cybersecurity training space. It is highly respected by both beginners and experienced professionals, with its realistic, hands-on challenges being a major draw. The community is frequently highlighted as a significant positive, providing support and motivation. While some beginners find it challenging and subscription models can be complex, the general perception is that it is an invaluable, definitive, and highly engaging resource for anyone serious about a career in cybersecurity.

Copy Examples

• •It’s more than a hoodie. It’s a statement. Crafted for the late-night coders, the flag capturers, and the box pwners. The new HTB Shell Hoodie isn’t just comfortable—it’s your armor in the cyber arena. Soft fleece on the inside, hard-hacker-style on the outside. Stay warm while you root the next box. #HackWithStyle
• •That moment when the puzzle pieces click and you finally get root. That’s the feeling we chase. It’s not just about points on a leaderboard; it’s about pushing your limits and owning the challenge. What box are you working on this weekend? Drop it in the comments. #HackTheBox #Cybersecurity #HackerMindset
• •Subject: New Challenge Dropped. Think You Can Handle 'Tempest'? Hi [Username], we just unleashed a new Insane-level Windows machine. They say its defenses are unbreakable. They say its AD configuration is a fortress. They’re waiting for you to prove them wrong. Level up and see if you have what it takes to conquer Tempest.
• •Go from script kiddie to certified pro. Our learning paths aren’t about theory—they’re about getting your hands dirty. Guided, gamified, and built by the best in the business. Stop watching. Start hacking. Your new career path is one click away.
• •Shoutout to our amazing community for submitting 50+ new machines this month! 🔥 You are the engine that drives HTB. Together, we’re building the world’s largest and most skilled army of ethical hackers. Keep building, keep hacking. #CommunityFirst #EthicalHacking