Brand Tone

Adventurous, passionate, witty, and authentic. The language is energetic and confident, often using outdoor and action sports metaphors, yet professional but informal, avoiding corporate jargon. Words like "wild," "meaningful," "nimble," "rad," and "stoked" are common, reflecting a deep respect for the creative process and a sense of fun and playfulness.

Brand Values

• •Creativity and Craft
• •Adventure and Play
• •Authenticity and Truth
• •Connection and Collaboration
• •Courage

Best Practices

• •Speak the Language: Use terminology authentic to the outdoor and action sports world (e.g., "stoked," "dialed," "send it," "trailhead") but ensure it's used appropriately and doesn't alienate a broader audience.
• •Lead with Passion, Support with Process: Start with the "why" —the passion for adventure and storytelling. Then, back it up by mentioning your "bulletproof creative process" or "dialed 12-week rebrand" to build trust and communicate professionalism.
• •Tell the Origin Story: Regularly weave in the "soggy business cards on a chairlift" narrative. It s a powerful and memorable anecdote that grounds the brand in authenticity, hustle, and a love for the outdoors.
• •Embrace Confident Humility: Write with confidence and a bit of wit, but always ground it in a genuine respect for the client's brand and the creative process. Acknowledge that the work is high-stakes and requires courage from all involved.
• •Be Human-Centric: Whether writing about a video shoot or a rebranding strategy, focus on the human element. Talk about connection, storytelling, and impact. This aligns with your core value of creating work that helps people feel seen.

Social Perception

WHEELIE is perceived as a highly specialized and authentic partner for brands in the outdoor industry. They are seen as passionate, talented, and able to deliver impactful results, with founder Lisa Slagle positioned as a thought leader. Clients view them as a "secret weapon" talented, caring, and fun and a brand that genuinely lives the lifestyle it promotes.

Copy Examples

• •Rebrands are for the brave. Good thing we ve got helmets. We specialize in high-stakes creative for brands ready to go bigger.
• •Our call times are often 'pre-dawn.' Our locations? 'Somewhere past the trailhead.' We believe the best stories (and shots) are found just beyond the comfort zone. #WheelieCreative #BackcountryProduction #AdventureBrands
• •Subject: Your brand, but louder. Let's make something rad.
• •It started on a chairlift in 2009 with a handful of soggy business cards. 17 years later, we re a global crew of creatives, strategists, and problem-solvers who still believe the best ideas happen outside. We build brave work for brands that thrive in the wild.
• •Your mountains are calling. Are you telling their story loud enough? We create human-centered campaigns that turn visitors into lifelong advocates. Let's chat.