Brand Tone

aspirational and functional

Brand Values

• •Quality & Durability
• •Purposeful Design
• •Urban Exploration
• •Sustainability & Ethics
• •Identity

Best Practices

• •Resolve Brand Identity Conflict: The most critical step is to align the entire website with the "Urban Explorer" identity. The lighting products should be phased out or moved to a separate, unassociated store to avoid confusing customers and diluting the brand message.
• •Develop a Comprehensive "Brand Voice" Guide: Document the core values, tone (aspirational, functional), and key messaging pillars. This guide should be used to train anyone creating content, ensuring every piece of copy, from product descriptions to emails, sounds like it comes from the same brand.
• •Build a Social Media Presence: Start building a presence on visually-driven platforms like Instagram. Use high-quality imagery of products in urban environments, focusing on the lifestyle of the "urban explorer." The copy should consistently echo the brand's aspirational and functional tone.
• •Leverage Stated Values in All Copy: Actively and consistently mention core values like the lifetime warranty, use of recycled materials, and smart design in product descriptions, social media, and ads. These are powerful differentiators that build trust.
• •Encourage and Showcase User-Generated Content: As the brand grows, encourage customers to share photos of their "adventures" with the products. Reposting this content with permission is a powerful, authentic way to reinforce the brand's community-focused, exploratory values.

Social Perception

there is currently no discernible public or social perception of the Urban HJ brand

Copy Examples

• •Your City. Your Canvas. Our gear is designed for the streets you travel and the stories you create. Urban HJ — Move with purpose.
• •From the morning commute to the spontaneous detour. The City-Trek Backpack is your trusted companion, blending minimalist design with the durability your journey demands. Where will you go today? #UrbanHJ #UrbanExplorer #MadeToMove
• •The Nomad Carry-All isn't just a bag; it's a statement. Built with ethically sourced, weather-resistant materials and designed with modular compartments, it adapts to your ever-changing needs. It’s for the urban explorer who believes that beauty and utility are two sides of the same coin.
• •Built to Last a Lifetime. Literally.
• •Urban HJ was born from the rhythm of the city. We create functional, durable pieces that serve as your canvas. Each product is a tribute to the urban explorer—the one who finds art in the everyday and adventure around every corner.