Brand Tone

Authentic, Passionate, Community-Focused, Welcoming, Knowledgeable, Experienced, Established, Respected, Friendly, and Approachable.

Brand Values

• •Legacy & Heritage: Proud of their long history since 1969 and the enduring vision of founder Yancy Spencer.
• •Community: Deeply invested in supporting and engaging with the local Gulf Coast surf and skate community. This includes sponsoring events, schools, and teams.
• •Family: A strong sense of family ownership and operation, with multiple generations involved in the business.
• •Passion for Surfing & Skating: A genuine love for the sports is at the core of their identity.
• •Customer Service & Quality: Committed to providing excellent service and high-quality surf and skate products.
• •Faith: The name "Innerlight" was chosen in 1972 to reflect founder Yancy Spencer's new faith, adding a spiritual undertone to their origins.

Best Practices

• •Embrace Storytelling: Weave in the rich history of the shop, the legacy of Yancy Spencer, and the family-run aspect to build authenticity and connection.
• •Speak the Language of the Community: Use authentic surf and skate terminology naturally, but ensure it's inclusive and understandable to both seasoned enthusiasts and newcomers.
• •Highlight Community Involvement: Regularly feature stories and posts about local events, team riders, and community support initiatives to reinforce the "community-focused" value.
• •Maintain a Passionate and Welcoming Voice: Ensure all communications, from product descriptions to social media replies, exude a genuine enthusiasm for the lifestyle and a friendly, approachable tone.
• •Be Visually Consistent: Accompany copy with high-quality images and videos that reflect the Gulf Coast surf/skate culture, lifestyle, and the shop's heritage, aligning with the visual tone already established on Instagram and YouTube.

Social Perception

Innerlight Surf Shop is widely perceived as an iconic and integral part of the Gulf Coast surfing and skateboarding culture. It's seen as a reliable, family-run local business that genuinely cares about its customers and the community. Customers and the community respect its long history, the legacy of its founder, and its continued dedication to the surf and skate lifestyle. It's considered a go-to spot for quality gear, local knowledge, and a friendly atmosphere, often described as "The Surfer's Surf Shop". There's a strong association with local events, surf camps, and community support.

Copy Examples

• •Headline: Riding the Gulf Coast Waves Since '69. Your Story Starts at Innerlight. Body: More than just a surf shop, we're the heartbeat of the Gulf Coast surf and skate scene. For over 50 years, our family has been here, sharing the stoke, outfitting your adventures, and welcoming you to our home. Come find your perfect board, the latest gear, or just some friendly local advice. Let's hit the water.
• •Headline: It's More Than a Sport, It's Our Legacy. Body: From Yancy Spencer's first wave to the groms learning today, Innerlight is woven into the fabric of Gulf Coast surfing. We carry the best because we live it. Gear up with a family that shares your passion.
• •Headline: Your Gulf Coast. Your Shop. Your Innerlight. Body: We've seen tides change and styles evolve, but one thing remains: our commitment to you and the waves we share. From Pensacola to Destin, find expert advice, quality gear, and a community that feels like family. Because here, you're not just a customer, you're part of the Innerlight story.
• •Headline: Stoke Your Passion. We've Got the Gear. Body: Whether you're chasing barrels or cruising the boardwalk, Innerlight has everything you need to fuel your ride. Hand-picked boards, top apparel brands, and local knowledge you can trust. Drop in and experience the difference decades of dedication make.
• •Headline: The Gulf Coast is Calling. Answer it with Innerlight. Body: Since 1969, we've been the trusted source for all things surf and skate. We're more than a shop; we're a community cornerstone, here to support your journey from the first paddle out to a lifetime of waves. Join the Innerlight family today.