Brand Tone

Passionate & Enthusiastic, Knowledgeable & Professional, Community-Oriented, Quality-Focused

Brand Values

• •Quality
• •Safety & Protection
• •Durability
• •Passion for HEMA
• •Innovation & Continuous Improvement
• •Authenticity (with Modern Application)

Best Practices

• •Embrace HEMA Terminology Authentically: Use language familiar to HEMA practitioners (e.g., "feder," "salle," "meisterhau," specific guard names) correctly and naturally. This shows expertise and connection to the community.
• •Balance Passion with Professionalism: While enthusiasm is good, ensure copy remains clear, informative, and avoids overly casual or unprofessional language, especially when discussing safety features or technical specifications.
• •Highlight Quality and Safety Benefits: Consistently weave in how product features translate to tangible benefits for the fencer, particularly regarding protection, durability, and performance enhancement.
• •Incorporate the "In Motion" Ethos: Subtly reflect the brand name's meaning by using active language and focusing on the dynamic nature of HEMA and the gear's role in enabling movement and action.
• •Maintain a Consistent Voice Across Platforms: Ensure the tone used on the website (product descriptions, "About Us") aligns with social media posts, video scripts, and customer service interactions for a cohesive brand experience.

Social Perception

Generally Positive, Specialized & Niche, Valued for Certain Products, Concerns, Trusted by Reviewers

Copy Examples

• •Unleash your inner master. Introducing the 'Meisterhau' Feder – forged for balance, tempered for resilience. We've listened to the community, refining every curve and edge to bring you a blade that feels like an extension of your arm. Train with passion, fight with confidence. Explore the Meisterhau. #InMotu #HEMA #Longsword #NewGear
• •Protection that moves with you, not against you. Our St. George HEMA Jacket, engineered with Uhlmann expertise, offers certified 800N resistance without sacrificing agility. Because the art of combat demands freedom. Gear up for your next bout. #HistoricalFencing #HEMAarmor #SafetyFirst #InMotuShop
• •From fencers, for fencers. IN MOTU was born on the training floor, driven by a passion for HEMA and the pursuit of the perfect gear. Every stitch, every plate, every design choice is inspired by the motion and spirit of historical combat. What drives your HEMA journey? Share your story! #WeAreHEMA #InMotuCommunity #PassionForSteel
• •Feel the sword, not the impact. Our 'IronGrip' HEMA Gloves provide the dexterity you need for precise blade work, coupled with robust protection where it matters most. Don't let your gear hold you back. Command your weapon. #HEMAgloves #FightSmart #InMotuProtection
• •The salle awaits. This week only, equip yourself for excellence with 15% off all IN MOTU training swords. Crafted for durability, designed for performance. It's time to elevate your practice. Shop the sale now! #HEMAsale #TrainHard #InMotuDeals