Brand Tone

Aspirational, authentic, and community-focused, speaking with reverence for the ocean and the art of surfing. Sophisticated yet accessible, passionate, respectful, and conveying cool confidence from a genuine cultural connection.

Brand Values

• •Community
• •Authenticity
• •Creativity and Artistry
• •Quality and Craftsmanship
• •Passion for the Ocean and Surfing

Best Practices

• •Lead with the "Why": Always connect the product or announcement back to the core values of community, authenticity, and passion for the ocean. Don't just sell a wetsuit; sell the experience it enables.
• •Use Evocative, Sensory Language: Describe the feeling of the water, the look of the light, and the sound of the waves. Transport the reader to the coast through your words.
• •Champion the Community: Whenever possible, make the community the hero. Feature user-generated content, quote your contributors, and tell the stories of the people who make up the surf world.
• •Maintain a Refined but Approachable Tone: Avoid overly casual slang or corporate jargon. Write in a way that is respectful, intelligent, and passionate —like a conversation with a knowledgeable friend.
• •Let the Visuals Breathe: In a brand named SurfVisuals, the copy should complement, not compete with, the imagery. Keep text concise and impactful, allowing the powerful photography and design to take center stage.

Social Perception

Credible and aesthetically pleasing authority in surf culture, perceived as a collective of passionate individuals elevating the visual narrative of surfing. Seen as both "cool" and "conscious," appealing to an audience valuing authenticity and artistic integrity over mainstream trends.

Copy Examples

• •Beyond the break. Issue 5 is a collection of moments suspended in time, from the quiet dawn patrols to the sun-drenched afternoons. We journey with the photographers who live for the chase and the surfers who dance with the tides. Discover the stories whispered on the waves. Available now.
• •Engineered for Freedom. Our new line of wetsuits is crafted with premium Yamamoto neoprene, offering unparalleled flexibility and warmth. We focused on the details —so you can focus on the horizon. Surf longer, feel the difference.
• •Show us your vision. The annual SurfVisuals Photo Competition is back. We're searching for the images that define 2025 in the water. The raw, the refined, the revolutionary. Share your perspective. Shape the narrative. Winner gets featured in our next print issue and a cash prize. Link in bio to submit.
• •Your go-to for post-surf warmth. Made from heavyweight organic cotton, this hoodie is designed for comfort and durability. A minimalist aesthetic for the modern surfer. Wear the culture.
• •Inside the Shaper's Bay | New Stories from the Coast