Brand Tone

The brand's tone is a blend of technical expertise and core surfer authenticity. The language is detailed and focused on the technical aspects of surfboard design while also being relaxed and passionate, using surf slang and showcasing a genuine love for surfing.

Brand Values

• •Craftsmanship
• •Customization & Personalization
• •Performance
• •Quality
• •Authenticity

Best Practices

• •Lead with Expertise: Always ground your copy in the technical knowledge that sets the brand apart. Use specific terms like "single-to-double concave," "low entry rocker," and "rail profile," but explain the benefit to the surfer (e.g., "for a seamless rail-to-rail transition and explosive speed out of turns").
• •Balance Technical Talk with Passion: After establishing technical credibility, inject the authentic passion of a lifelong surfer. Use words like "flow," "drive," "speed," and "that magic feeling." This connects the technical features to the emotional reward of surfing.
• •Champion the "Why" of Custom: Continuously reinforce the value of a hand-shaped, custom board versus a stock board. Frame it as a collaboration between the shaper and the surfer, resulting in a superior, personalized tool for wave riding.
• •Use a Confident and Direct Tone: Avoid weak or overly promotional language. The brand's reputation allows for a confident, direct voice. State what a board does and who it's for. For example, instead of "You might like this board," say, "This is your go-to for powerful beach breaks."
• •Let the Craftsmanship Shine: Leverage visuals of the shaping process as hands on a planer, resin tints being poured, finished details. The copy should complement these visuals, highlighting the artistry and "human element" that goes into every board. Emphasize that these are not just products; they are handcrafted instruments.

Social Perception

Psillakis Surfboards is perceived as a premier, "artisan" or "core" shaper. It is highly respected within the dedicated surfing community. Customers see the brand as trustworthy and expert, often engaging in detailed discussions to create their perfect board. The brand is seen as an investment in quality and performance, and community-oriented due to work with adaptive surfers.

Copy Examples

• •Dialed in for Dale. This 6'1" 'Gypsy' model was custom shaped for non-stop speed and flow. We tweaked the rocker slightly for a quicker entry and added a touch more foam under the chest for paddle power on those crowded days. Ready to be put on rail. #PsillakisSurfboards #HandShaped #CustomSurfboard #MadeInAustralia
• •Stop Fighting Your Board. Start Surfing It. A generic board is built for everyone and no one. A custom Psillakis is built only for you. Experience the difference hand-shaping makes.
• •The Quad Fish isn't about compromising; it's about maximizing. We've blended the traditional fish's inherent speed and playful feel with the dynamic capabilities of a performance board. The result is a versatile machine that generates speed with ease, paddles like a dream, and holds strong through powerful carves. Perfect for those everyday sessions when you want to make the most of every wave.
• •Your Magic Board Is Waiting. You've been surfing long enough to know what you like. You can feel when a board is holding you back. Let's build the board you've been dreaming of. At Psillakis, master shaper Mike Psillakis works with you one-on-one to handcraft a board that perfectly matches your style, your waves, and your ambitions. Click to start the conversation.
• •Inside the Bay: New Models & The Truth About Rocker