Brand Guidelines

5 min

Brand Voice

Category	Guidelines
Tone of Voice 5-8 Guidelines	Convey a sense of exploration and adventure Be authentic and conversational Evoke excitement and curiosity Speak honestly and straightforwardly Be approachable and relatable Use everyday language
Brand Values 3-6 Attributes	Inspirational Sustainability Quality Durability Functionality Reliability Community-oriented Be inclusive and welcome diversity Encourage active lifestyles Promote discovery
Editorial Guidelines 5-10 Guidelines	Always capitalize WKND Keep sentences concise and impactful Use active voice Lists, bullets, and series should be consistent — either they all start with a noun, or they all start with a verb Use serial commas
Editorial Restrictions 5-10 Guidelines	Avoid activity-specific jargon unless it’s widely adopted Avoid promoting the skill level or experience level of the user of our outdoor equipment Avoid technical language or jargon

Channel Guidelines

Email

Category	Guidelines	Examples
General Guideline: 3-5 Guidelines	Use simple, short sentences Be clear and concise Invoke a sense of adventure and exploration Don’t use WKND and weekend in the same sentence
Subject Line: 2-4 Guidelines	Limit to less than 8 words Do not use end punctuation	Shop our latest all-weather gear Discover our new outdoor essentials Explore the latest in WKND apparel Top gear picks for your next adventure
Preheader: 2-4 Guidelines	Limit to less than 80 characters Use ending punctuation	Discover the latest WKND gear, designed for comfort and adventure. Explore new outdoor apparel and gear for your next weekend's getaway. Get ready for adventure with top picks from WKND – shop now and gear up!
Headline: 2-4 Guidelines	Limit to less than 12 words Generate excitement through compelling and exciting statements	Ready for your next adventure? Find new gear inside! Discover the thrill of the outdoors with WKND gear Gear up for epic weekend adventures with WKND
Body: 2-4 Guidelines	Limit to less than 120 words Use bullet points for lists containing more than 4 items Use between 0 to 4 headings within the body to separate main ideas Use ending punctuation	Get ready to tackle any terrain with our Trail Model Pants. Built to endure the toughest conditions, they feature durable fabric and versatile pockets to keep your essentials secure. Whether you’re hiking rugged trails or exploring new paths, these pants have you covered. Discover unmatched durability and comfort on your next adventure. Travel light and stay comfortable with the Expedition Tech Long-Sleeved Shirt. Crafted from breathable, quick-drying fabric, this shirt is your ideal companion for warm climates. With secure pockets and integrated ventilation, it’s designed to keep you cool and organized during all your travels. Pack your bags and let the adventure begin. Hit the water with confidence in our Pipeline Board Shorts. Designed for quick-drying performance and lasting durability, these shorts are ready for any aquatic adventure. A secure zippered pocket and corrosion-resistant zipper pull to make them as functional as they are comfortable. Experience the ultimate in water-ready gear and make a splash on your next trip.
CTA: 1-3 Guidelines	Limit to between 1 to 3 short words Limit to less than 20 characters Use an action-oriented verb as the first word and the intended action the end-user should take Avoid ending punctuation Use title case	Shop Now Discover More Join the Adventure Shop Adventure Gear Explore Top Picks Shop New Arrivals

Meta

Category	Guidelines	Examples
General Guideline: 3-5 Guidelines	Use simple, short sentences Be clear and concise Invoke a sense of adventure and exploration Make product names prominent Use community-building concepts and language Don’t use WKND and weekend in the same sentence
Headline: 2-4 Guidelines	Limit to less than 8 words Limit to less than 40 characters Make it clear what action the reader should take Avoid ending punctuation	Gear up for adventure – Shop WKND’s new arrivals today Discover your next outdoor essential – Explore WKND now Discover adventure with Trail Model Pants Gear up with Pipeline Board Shorts for your next journey Explore more in Expedition Tech Long-Sleeved Shirt Unleash your potential with Candide Trail Shorts Dive into adventure with Slot Canyon Active Shorts
Body: 2-4 Guidelines	Limit to less than 125 characters Use ending punctuation	Ready for anything with Trail Model Pants. Built for durability and comfort, they’re your go-to for every adventure. Stay cool and comfortable in the Expedition Tech Long-Sleeved Shirt. Lightweight, breathable, and made for exploration. Hit the water with Pipeline Board Shorts. Quick drying, secure storage, and lasting durability for your aquatic adventures.
CTA: 1-3 Guidelines

Display Ads

Category	Guidelines	Examples
General Guideline: 3-5 Guidelines	Make readers feel inspired, interested, and sure of the next step Avoid word repetition Make product names prominent
Headline: 2-4 Guidelines	Clearly state the main benefit of the offer Use ending punctuation Limit to less than 60 characters	Adventure-ready gear for your weekend escapes. Stay comfortable outdoors with WKND apparel. Explore nature with durable, stylish WKND gear.
Body: 2-4 Guidelines	Communicate the benefits of clicking on the offer Use ending punctuation	Stay cool and adventure-ready with the Expedition Tech Long-Sleeved Shirt. Click to explore its breathability and comfort. Upgrade your gear with Trail Model Pants. Discover durability and weather resistance for your next journey. Experience quick-drying comfort with Pipeline Board Shorts. Dive into reliable performance on and off the water.
CTA: 1-3 Guidelines	Limit to between 1 to 3 short words Limit to less than 20 characters Use an action-oriented verb as the first word Use title case Avoid ending punctuation	Shop Now Discover More Join the Adventure Shop Adventure Gear Explore Top Picks Shop New Arrivals

Docs powered by Archbee