Brand Tone

Expert & Authoritative, Performance-Driven, Inspirational & Aspirational, Responsible & Conscious, Authentic

Brand Values

• •Innovation
• •Performance
• •Quality & Craftsmanship
• •Passion for the Sea/Sailing
• •Sustainability & Ocean Conservation (Ocean Positive)
• •Heritage
• •Collaboration/Teamwork

Best Practices

• •Prioritize Performance and Innovation: Always highlight the technical superiority, research, and cutting-edge design that goes into both sails and apparel. Use specific examples like 3Di technology or sustainable material innovations.
• •Embrace the "Ocean Positive" Ethos: Weave sustainability messaging authentically into product descriptions, brand stories, and campaigns. Be transparent about material choices and conservation efforts.
• •Speak the Language of Sailors (Authentically): Use terminology that resonates with experienced sailors for technical products, but ensure broader lifestyle content remains accessible and aspirational, inspiring a connection to the sea.
• •Maintain a Confident, Authoritative Voice: Reflect North Sails' status as a global leader and expert in the field. Back up claims with achievements, history, and technological facts.
• •Balance Heritage with Modernity: Reference the brand's rich history and Lowell North's pioneering spirit while showcasing contemporary design, current achievements, and future-forward thinking. Ensure visual and textual elements feel current yet timeless.

Social Perception

A global leader and authority in sailmaking, High-Quality (Sails), Innovative, Stylish and increasingly sustainable (Apparel), Committed to the ocean, Aspirational

Copy Examples

• •Website Banner (Sails): "Engineered for Victory. Perfected by Decades. The Ocean Awaits. Discover North Sails 3Di Technology – Lighter, Stronger, Faster. Sail Beyond."
• •Social Media Post (Apparel - Sustainability Focus): "Wear the Change. Our new Ocean Positive Collection combines timeless Newport style with innovative recycled materials. Because performance and responsibility should sail together. #NorthSails #OceanPositive #SustainableStyle"
• •Email Subject Line (New Product): "Innovation Unfurls: Experience the Next Wave of North Sails Performance."
• •Instagram Caption (Lifestyle/Inspirational): "The horizon isn't a limit, it's an invitation. Fuel your passion, embrace the elements, and trust North Sails to power your journey. #GoBeyond #SailingLife #Exploration"
• •Product Description Snippet (Performance Gear): "Crafted for the relentless pursuit of speed and resilience. Our Performance Trimmers are built with 4-way stretch, quick-dry fabric, and reinforced for the demands of competitive sailing. Tested by champions, ready for you."