Brand Tone

innovative, supportive, and authentic.

Brand Values

• •Innovation and Problem-Solving
• •Community and Proximity
• •Progression and Well-being
• •Quality and Durability

Best Practices

• •Lead with the "Why": Always explain the problem a product solves. Instead of just listing features ("high-quality prisms"), state the benefit ("belay in comfort without neck strain"). This aligns with their problem-solving value.
• •Use Inclusive, Encouraging Language: Frame climbing as a personal journey. Use words like "your progress," "at your own pace," and "support" to reflect the brand's supportive and kind values. Avoid overly aggressive or elitist language.
• •Speak from Experience: Write as a climber. Use authentic terminology and reference shared experiences (e.g., "the pump," "projecting a route," "belayer's neck"). This reinforces the "by climbers, for climbers" authenticity.
• •Highlight Innovation Simply: When describing a feature like the magnetic inserts, explain the benefit clearly: "challenge yourself and get stronger by reducing the depth of the holds." Connect every innovation back to a direct benefit for the climber's training or experience.
• •Integrate the Full Climbing Cycle: In marketing campaigns and product groupings, consistently reference the warm-up, train, climb, and recover phases. This reinforces the brand's holistic approach to the sport and creates opportunities for cross-selling.

Social Perception

YY Vertical is perceived as a reputable and innovative specialist brand within the climbing world. Customers see them as a "go-to brand" for specific accessories and training tools, high-performance, well-designed, and offering excellent value. They are considered credible and community-oriented.

Copy Examples

• •Your project is waiting. Is your grip ready? Max hangs, one-arm pull-ups, or just fighting gravity. Whatever your goal, the VerticalBoard Evo is the tool to get you there. Engineered with skin-friendly poplar wood and a variety of holds, it's designed by climbers who know that progress happens when you put in the work. Let's get stronger, together. #YYVertical #ClimbingTraining #Hangboard
• •Headline: The End of Belayer's Neck. Sub-headline: Focus on their climb, not your pain. Our new Plasfun Evo glasses offer crystal-clear optics in a lightweight frame. The smartest way to support your partner. Button: Shop Belay Glasses
• •Title: The First Move of Your Session. Body: Before you pull on, get your blood flowing. The Warm Up Egg is the perfect tool to activate the muscles and tendons in your hands and forearms. Made from soft, durable silicone, it helps prevent injury and prepares your fingers for the demands of the climb. Don’t skip the most important step.
• •Train Smarter, Climb Harder. Your Free Climber's Guide is Inside.
• •(Scene: Quick cuts of a climber chalking up, gripping a hangboard, and then successfully completing a difficult move on a boulder.) VO/Text on screen: Passion got you started. (Scene: Close up on a YY Vertical product being used.) VO/Text on screen: Smart design will keep you going. (End Scene: YY Vertical Logo) VO/Text on screen: YY Vertical. Smart Products for Vertical Sports.