Brand Tone

adventurous, rugged, and technical

Brand Values

• •Quality and Durability
• •Adventure and Freedom
• •Innovation and Design
• •Customer Focus

Best Practices

• •Lead with Adventure, Support with Specs.
• •Use Active, Powerful Verbs.
• •Speak the Language of the Community.
• •Show, Don't Just Tell.
• •Maintain a Confident, Uncomplicated Tone.

Social Perception

Perceived as reliable, high-quality, and integral to the off-roading and overlanding communities, enabling adventurous lifestyles and seen as a valuable investment.

Copy Examples

• •The Summit is Just the Beginning. Your journey doesn't end where the pavement does. Engineered for the wild, our racks are built to carry your ambition. Gear up, get out, and conquer your next horizon. #TRacks #Overland #AdventureReady #RoofRack
• •Forged for the Unforgiving. Introducing the new T-RACKS HD-Series. With reinforced mounting points and a modular design, it ’s the most durable and versatile platform we've ever built. Because the most remote places demand the most reliable gear.
• •Some see a limit. You see a challenge. We build the gear to help you meet it. T-RACKS. Your adventure, secured.
• •Your Basecamp, Anywhere. Stop searching for the perfect campsite. With a T-RACKS system, you can bring it with you. Mount your rooftop tent, awning, and gear with total confidence. The wilderness is calling. Are you packed?
• •Don't Let Your Gear Hold You Back. The right equipment makes all the difference. Our roof racks are tested in the toughest conditions on earth, so you can trust them on your next journey —whether it's a weekend escape or a cross-country expedition. Explore our collection and build your ultimate adventure rig.