Brand Tone

Adventurous & Thrilling, Encouraging & Supportive, Fun & Energetic, Primal & Human-Centric, Humorous (Subtly)

Brand Values

• •Circle of Safety: Prioritizing safety through best practices while allowing people to take chances. This includes championing brave vulnerability and integrity.
• •Nurture the Pride: Focusing on team health, encouraging adventure and constant improvement, using humor, and bravely embracing difficult things.
• •Taste the Dirt: Fostering a kinship with natural spaces and promoting environmental care.
• •Share the Fruit: Ensuring the business benefits the team and communities, including a commitment to "sleeves rolled up" effort and giving back (e.g., 1% For The Planet).
• •Awesomeness: Striving to deliver "awesomeness" at every step of the guest journey.
• •Mission: "Evolve the Human: We exist to help people be brave enough to change their world. Play More. Fear Less."

Best Practices

• •Develop a Brand Voice Chart: Create a simple chart outlining your core tone (e.g., Adventurous, Encouraging, Fun, Primal) and provide "Do" and "Don't" examples for language. For instance: DO use active verbs and exclamation points judiciously. DON'T use overly technical jargon or a passive voice. This helps ensure everyone writing for the brand is aligned.
• •Embrace "Play More. Fear Less.": Let this core mission infuse all copy. Frame challenges as exciting opportunities for growth and fun, rather than sources of anxiety. Highlight the supportive environment that helps guests overcome their fears.
• •Use Storytelling and User-Generated Content (UGC) Inspiration: Share real stories and testimonials (with permission) that reflect the brand's values of courage, adventure, and accomplishment. Let the authentic experiences of guests shape the narrative and provide a rich source of relatable content.
• •Maintain a Balance of Thrill and Reassurance: While emphasizing excitement and adventure, always subtly weave in messages of safety and support. For example, "Conquer our exhilarating ziplines with our expert guides by your side every step (or soar) of the way!"
• •Keep it Energetic and Action-Oriented: Use strong verbs, vivid descriptions, and a generally upbeat rhythm. Address the audience directly ("You'll feel...", "Challenge yourself...") to make the copy engaging and personal. Avoid overly formal or subdued language.

Social Perception

Positive, Safe but Thrilling, Empowering, Community-Involved, Good for Groups & Team Building

Copy Examples

• •Headline: Unleash Your Inner Wild. Body: Tired of the ordinary? Swing, zip, and leap your way to an unforgettable adventure at WildPlay! Conquer thrilling obstacles, laugh louder than ever, and discover what you're truly capable of. Your comfort zone called – it said to come find you here. #PlayMoreFearLess
• •Headline: Gravity is Overrated. Come Fly With Us. Body: Why walk when you can soar? Our ziplines and aerial courses are waiting to give you a new perspective. Feel the rush, embrace the challenge, and make memories that stick. Adventure is calling – are you ready to answer? #WildPlayAdventure
• •Headline: Dare to Leap? Your Awesome Awaits. Body: That feeling when your heart is pounding, but you take the leap anyway? That’s the WildPlay effect. From towering tree-top courses to the exhilarating WTF Jump, we’re all about pushing limits and celebrating every victory. Your next big thrill is just a click away. #ChallengeAccepted
• •Headline: More Fun Than Your Average Walk in the Park. (A Lot More.) Body: Swap screen time for scream time (the good kind!). WildPlay is your ultimate outdoor playground. Perfect for families, friends, and anyone ready to add a dose of awesome to their day. Safe, thrilling, and guaranteed to make you smile. #GetOutsideAndPlay
• •Headline: Find Your Courage. And Maybe a Few Leaves in Your Hair. Body: Step into nature and step up to the challenge. At WildPlay, it’s not just about the adrenaline; it’s about discovering your strength, connecting with your crew, and experiencing the pure joy of play. We’ve got the ropes, the trees, and the cheers – all you need to bring is you! #TasteTheDirt