Brand Tone

Welcoming & Inclusive, Community-Focused, Safety-Conscious & Responsible, Passionate & Encouraging, Professional & Knowledgeable, Slightly Playful/Enthusiastic (Shop)

Brand Values

• •Community
• •Safety
• •Inclusivity
• •Progression & Challenge
• •Fairness & Responsibility
• •Passion for Climbing

Best Practices

• •Emphasize "Community" and "Inclusivity": Use words like "together," "everyone," "all levels," "supportive," and "welcoming." Highlight that True North is a place for all climbers to feel at home.
• •Speak the Climber's Language (Authentically): Incorporate common climbing terms ("send," "crux," "beta," "V-grade") naturally where appropriate, especially for product names or descriptions that appeal to seasoned climbers. However, ensure the overall message remains accessible to newcomers for broader appeal.
• •Focus on the Experience, Not Just the Product: For merchandise, connect items back to the feeling of climbing at True North – the challenge, the achievement, the camaraderie. For the gym, talk about the journey, the growth, and the fun.
• •Maintain a Positive and Encouraging Voice: Even when talking about challenges (like a difficult climb), frame it with an undertone of support and the possibility of achievement. Avoid overly exclusive or intimidating language.
• •Be Genuine and Transparent: Reflect the gym's known values like safety and responsibility in your messaging. If talking about features or benefits, be straightforward and honest, mirroring the trust the gym has built with its community.

Social Perception

Positive Reputation, Respected for Ethical Stance, A Go-To Gym in Toronto, Welcoming to All Levels

Copy Examples

• •Product: "True North Peak" Hoodie Copy: "Reach your peak, indoors or out. Our True North Peak Hoodie is more than just comfort; it's a badge of honor for the community that climbs together. Soft, durable, and ready for your next adventure (or just chilling post-send). Grab yours and wear your True North."
• •Product: "Crux Master" Chalk Bag Copy: "Conquer that crux. Our Crux Master Chalk Bag is designed for easy access and zero spillage, so you can focus on the send, not the slip. Built tough for countless climbs, just like the spirit of every True North climber. Chalk up, climb on!"
• •Product: "Wall Warrior" T-Shirt Copy: "From your first hold to your fiftieth V-grade, you're a Wall Warrior. This tee is for every climber who finds their strength, community, and true north within our walls. Comfortable, breathable, and always ready to represent."
• •Product: Gift Card Copy: "Give the gift of vertical adventure! A True North Climbing gift card unlocks a world of challenging routes, supportive cheers, and the best climbing community in Toronto. Perfect for the aspiring climber or the seasoned pro in your life. Share the climb."
• •General Social Media Post for Shop Item: Copy: "Gear up for your next session! 🧗‍♀️ Our latest [Product Name] just dropped on the True North shop. Designed for climbers, by climbers. Click the link in bio to explore the collection and carry a piece of the True North community with you. #TrueNorthClimbing #ClimbToronto #NewCollection #ClimbingGear"