

VISUAL IDENTITY OVERVIEW
TONE OF VOICE
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Keep copy concise and confident
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Use western-coded language: discipline, grit, terrain, code
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Gender-neutral tone that speaks to serious players
Purpose: Reinforce Maverix as a golf-first brand with western backbone
PHOTOGRAPHY
Lighting:
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Natural light settings: harsh or golden hour.
Framing:
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Wide establishing shots for setting the scene (terrain, landscape)
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Mid and close-up portraits with negative space for versatility in crop/use
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Product details (stitching, fabric tension, glove grips, buckles, boots, ball placement)
Style:
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Editorial but raw — think quiet luxury meets rural edge
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Functional props (clubs, golf bags, ropes, range equipment)
Delivery:
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Landscape, portrait, and square formats for cross-platform use
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Shot with social, web, and press layouts in mind
Videography
Primary Use:
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Short-form reels, ads, homepage video, lifestyle clips, campaign teasers
Camera Work:
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Static camera + slow intentional movement (pans, push-ins, drone for terrain)
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Slow motion for dust, movement, or fabric detail
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Avoid fast-paced cuts unless intentional for energy spike
Direction:
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Minimal dialogue
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Voiceover optional — poetic or philosophical tone if used
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Talent moves with intent: swings, walks, setups, interactions with gear/environment
Shot Types:
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Wide landscape intros
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Hero outfit walkthroughs
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B-roll: club dropping into bag, adjusting glove, foot shift before tee, desert wind
Prioritize scroll-stopping content that reinforces Maverix’s golf-first identity and western aesthetic
Content Pillars:
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Brand Identity & Values
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reinforcing who Maverix is and what it stands for
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the faces and people behind the brand
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showcasing brand origin and story
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Brand Lifestyle
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location/environment imagery, no product
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casual clips that feel organic rather than polished
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mood-driven visuals
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Product Focus
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details of the pieces and materials
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flat lays, product images
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walking through fit or function
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Maverix in the Making
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short form video and images showcasing Maverix in the factory, sketches of new prints, all things pre-production.
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