Brand Tone

Inspiring, Empathetic, and Celebratory

Brand Values

• •Empowerment
• •Inclusion
• •Community
• •Joy
• •Accessibility

Best Practices

• •Always Focus on the Rider's Experience: Center the narrative on the person, not the product. Use emotional, benefit-driven language like "freedom," "confidence," and "joy" instead of technical specifications (unless in a dedicated product description).
• •Use Celebratory and Empowering Language: Frame every message in a positive light. Speak about what individuals *can* do and the potential they can achieve. The motto "it's about abilities, not disabilities" should be a guiding principle.
• •Showcase the Community: Regularly feature and tag volunteers, donors, therapists, and local AMBUCS chapters. This reinforces the core value of community and shows that every Amtryke is a collective effort.
• •Leverage Authentic Stories and Testimonials: User-generated content and direct quotes are the most powerful assets. Let the riders and their families tell the story in their own words, as their authenticity is more impactful than any marketing copy.
• •Maintain a Clear Call to Action for a Non-Profit: While it is a "store," the primary calls to action should align with the non-profit mission. Encourage visitors to "Donate," "Get Involved," "Request a Tryke," or "Share a Story" to engage them in the broader community effort.

Social Perception

Trusted, Life-Changing, and Community-Oriented

Copy Examples

• •That first ride feeling! There’s nothing quite like the freedom of moving under your own power. Every Amtryke is a step towards more independence, more confidence, and more moments just like this. #Amtryke #Mobility #Inclusion #FirstRide
• •Subject: Give the Gift of a First Bike Ride For many, a bike ride is a simple childhood memory. But for a child with mobility challenges, it’s a dream. With your help, we can make that dream a reality. Your donation today helps build and deliver an adaptive Amtryke to a child on our waiting list, giving them the freedom, exercise, and pure joy of riding with their friends. Help us put another smile in motion.
• •More Than a Tricycle. It's Freedom. It's Joy. It's Independence. Discover how an Amtryke adaptive tricycle can change a life. [Learn More]
• •Build More Than a Bike. Build a Dream. Join your local AMBUCS chapter and use your hands to bring joy to a deserving rider in our community. We provide the parts and the training; you provide the heart. Together, we can create mobility and independence, one tricycle at a time. [Volunteer Today]
• •Meet Leslie. After her disability, she never thought she'd ride a bike again. 'I had lost confidence in myself... now that I have a tryke, I feel mobile. I feel strong. I feel capable.' Stories like Leslie's are what drive our mission. #AmtrykeVeterans #NeverGiveUp #Mobility