Aussie Grit: A trail-blazing challenge

The background

Aussie Grit Apparel (AGA) is a start-up brand spearheaded by Formula One driver Mark Webber.

This trailblazing brand, devoted to off-road training, is carving out a new category with the goal of creating truly functional off-road cycling and running gear for men and women.

The challenge

The AGA team already had a great sense of their brand identity, but they needed a little help on how to communicate what they were about. Plus, with a well-known identity like Mark Webber behind the brand, what’s the right balance to strike in tone and content? 

• Tone of voice

• Brand storytelling

• Copywriting - website, product copy

The result

Working with the AGA team, we created tone of voice guidelines, providing them with practical examples and technical guidelines to help guide all communications as the brand grows. We defined the best way to tell the story of AGA, express their unique product benefits and gave them the communication platform from which to race into the market.

"Aussie Grit Apparel is a startup business with a strong brand DNA.  We were very conscious that our brand personality and tone of voice needed to be completely true to who we are and how we wanted present ourselves, every time. 

Apart from being great to work with, Brooke immersed herself in our brand and really understood who our community was.  The result being the Tone of Voice guidelines she produced for us - which included a strategic approach to storytelling - were not only ‘on brand’ but they were 'us'.  We’d definitely work with Brooke again."

— Geoff Donahue, Marketing Director, Aussie Grit Apparel