Brand Tone

Confident, Encouraging, and Technical

Brand Values

• •Performance & Quality
• •Durability & Reliability
• •Individuality & Design
• •Achievement & Aspiration
• •Customer Trust

Best Practices

• •Lead with Performance, Follow with Personality
• •Use the "Survivor" Metaphor Purposefully
• •Speak the Climber's Language
• •Turn Features into Aspirational Benefits
• •Maintain a Confident and Encouraging Voice

Social Perception

Positive, Reliable, Niche & Specific

Copy Examples

• •The wall doesn’t care about your excuses. Neither does your gear. Introducing the new Apex Chalk Bucket. Deeper, more stable, with a spill-proof magnetic seal so your focus stays where it belongs: on the next hold. Survive the climb. #SurvivorUSA #ClimbHigher #BoulderingGear
• •Grip That Won't Quit. Tired of chalk that fades halfway through your session? Our Pro-Grade Liquid Chalk creates a lasting base layer that keeps you on the wall, not on the floor. Mess-free, effective, and built for your personal best. Tap to get the grip the pros trust. #GymClimbing #LiquidChalk #TrainHard
• •The Topo Bag - Your Ascent's Signature Why should your gear be boring? The Topo Bag combines standout design with uncompromising function. Featuring a spill-proof drawstring, dual zippered pockets for your essentials, and a durable exterior built to handle scrapes and scuffs, it’s the one piece of gear that says you’re serious about the climb, but you’ve got a style all your own. #ChalkBag #RockClimbing
• •Gear That Lasts a Lifetime. Literally. We build our equipment to endure. That’s why our chalk buckets and hangboards come with a lifetime warranty. Your ambition is limitless. Your gear should be too. #BuiltToLast #SurvivorGear
• •That Plateau? It's Just a Resting Spot. Every climber hits a wall—the route that feels impossible, the move you can’t quite stick. But that’s where strength is built. Our OG Hangboard is designed with a variety of holds to help you train through those sticking points and turn weakness into power. Ready to get stronger? #Hangboard #ClimbingTraining