Brand Tone

Expert & Knowledgeable, Passionate & Enthusiastic, Supportive & Community-Oriented, Premium & High-Quality, Transparent, Slightly Technical but Accessible

Brand Values

• •Ergonomics and Well-being
• •Customization and Personalization
• •Quality and Durability
• •Innovation
• •Openness and Community
• •Customer Empowerment and Support
• •Thoughtful Design

Best Practices

• •Educate, Don't Just Sell: Focus on explaining the *why* behind design choices and features, particularly relating to ergonomic benefits and customization capabilities.
• •Emphasize Benefits Over Features (but detail features): While the technical details are important to the audience, always connect them back to tangible user benefits: improved comfort, increased speed, personalized workflow, reduced strain.
• •Use Precise and Confident Language: Avoid vague marketing speak. Be specific about materials, technology (e.g., QMK firmware, hot-swappable switches), and the capabilities of Oryx. This builds trust with a knowledgeable audience.
• •Foster a Sense of Community and Empowerment: Use inclusive language. Highlight the open-source nature of the firmware and the ability for users to share configurations. Position the user as being in control.
• •Maintain a Premium but Accessible Voice: The products are high-end, and the language should reflect that quality and attention to detail. However, avoid overly jargonistic language without explanation, ensuring that prospective users new to ergonomic or mechanical keyboards can still understand the core advantages.

Social Perception

Highly regarded within the ergonomic and mechanical keyboard communities. Seen as a leader in premium, highly customizable ergonomic keyboards. Perceived as a specialized, high-end brand for those serious about their typing setup – particularly programmers, writers, and individuals with RSI concerns.

Copy Examples

• •Headline: Type Smarter, Feel Better. Body: Introducing the Moonlander by ZSA. Engineered for unparalleled ergonomic comfort and infinite customization. Your hands will thank you. Discover your perfect typing posture today.
• •Headline: Your Keyboard, Your Rules. Body: Unleash your productivity with Oryx, our powerful web-based configurator. Remap any key, create custom layers, and design macros with ease. ZSA keyboards adapt to you, not the other way around. What will you build?
• •Headline: Crafted for a Lifetime of Typing. Body: At ZSA, we don't compromise on quality. From premium mechanical switches to robust, thoughtfully designed enclosures, every keyboard is built to endure. Invest in a tool that's as dedicated as you are.
• •Headline: Join the Ergonomic Evolution. Body: More than just hardware, ZSA is a community of passionate typists. With open-source firmware and a wealth of shared knowledge, we're all pushing the boundaries of what's possible. Explore user-created layouts and contribute your own.
• •Headline: Finally, a Keyboard That Understands Your Workflow. Body: Stop fighting your keyboard. The ZSA Planck EZ offers a compact, ortholinear layout designed for efficiency and minimal hand movement. Customize it to perfectly match your unique tasks and reclaim your focus.