Brand Tone

Authentic & Genuine, Passionate & Spirited, Casual & Laid-back, Community-focused & Inclusive, Adventurous, Respectful & Commemorative, Slightly Humorous/Playful

Brand Values

• •Deep Connection to the Ocean
• •Community Building
• •Authenticity
• •Adventure & Amphibious Lifestyle
• •Giving Back & Philanthropy
• •Patriotism & Military Support
• •Quality & Utility

Best Practices

• •Speak from Experience: Write as someone who genuinely lives and breathes the ocean lifestyle. Use authentic language, share real stories, and let passion shine through.
• •Emphasize Community: Always circle back to the "we" and "us." Highlight shared experiences, local pride (especially Coronado), and the inclusive nature of the URT tribe. Use user-generated content when possible.
• •Keep it Real & Relatable: Avoid overly corporate or stuffy language. Opt for a casual, approachable, and sometimes playful tone that resonates with the laid-back surf culture.
• •Integrate Values Naturally: Weave in mentions of adventure, respect for the ocean, patriotism, and philanthropic efforts seamlessly, rather than as forced afterthoughts. Show, don't just tell, these values in action.
• •Be Visually Consistent with Your Words: Ensure the tone of the copy matches the imagery and videos used. If the visuals are adventurous and action-packed, the copy should echo that energy. If they are reflective and about community, the copy should convey warmth and connection.

Social Perception

A Core Coronado Brand, Authentic to Surf/Ocean Culture, Community-Oriented, Supportive of the Military, Good Quality, Unique & Creative

Copy Examples

• •Headline: Dive In. Live URT. Body: From the pre-dawn glow to the sunset session, the ocean calls. We’re for the early risers, the wave chasers, the sand-in-the-sheets tribe. This isn't just apparel; it's a piece of that life. Gear up, get out, and answer the call. #URTlife #AmphibiousLiving
• •Headline: More Than Threads. It's Our Tribe. Body: URT! URT! started with the bark of a sea lion and the soul of Coronado. It’s about shared waves, beach clean-ups, and lifting up our community – especially those who serve. Every stitch carries that spirit. Join the URT family. #CoronadoProud #OceanCommunity #SupportTheSeals
• •Headline: Salty Hair, Don’t Care. That’s the URT Vibe. Body: Life’s better with a bit of ocean spray and good company. Our gear is made for comfort, durability, and looking good whether you’re on the board or by the bonfire. Embrace the laid-back, adventurous URT way of life. What’s your next saltwater adventure? #BeachLifestyle #URTadventure
• •Headline: Honoring Our Heroes, Celebrating Our Home. Body: With deep roots in Coronado and a profound respect for our military community, URT! URT! stands for more than just the call of the sea. A portion of our proceeds always goes back, supporting foundations like the C4 Foundation, because community and country matter. Wear it with pride. #GiveBack #PatrioticTide #C4Foundation
• •Headline: Feel that? It's the URTug. Body: That magnetic pull to the water, the sand, the endless horizon? We get it. It’s in our DNA. URT! URT! crafts gear for every amphibious soul drawn to the deep. Answer the URTug. #OceanInspired #LiveTheURT lifestyle #SeaLionSpirit