Brand Standards & Social Media Guidelines

TABLE OF CONTENTS

BRAND MESSAGING  |  VISUAL BRANDING  |  SOCIAL PLATFORM SPECIFICATIONS  |  VOICE & TONE  |  HASHTAGS & EMOJIS  |  EVERYTHING ELSE

Brand Messaging

Brand Positioning Statement

Wrax is for women who are done settling and ready for better support.

Women are not limited by strength, ambition, or ability. They are limited by standards they never agreed to. Wrax breaks those standards, defies gravity, and delivers effortless control for real life, so nothing small gets in the way of what matters most.

Gravity is inevitable. Bounce is banned.

Everything a sports bra should be. Nothing unnecessary.

Unstoppable women need unstoppable support, even on ordinary days. Women deserve to feel comfortable and confident while working, walking, training, and moving through life without distraction. Wrax stops bounce at the source because if they cannot go up, they cannot come crashing down. It feels like magic, but it is precision-engineered support built from years of frustration and the refusal to compromise.

Designed by women, for women who expect more from their bodies and their bras. No distractions. No limits. Just control.

Real bodies. Real comfort. Real confidence to move.

This is Wrax. The end of bounce as you know it.

Elevator Pitch

Unstoppable women need unstoppable support. Wrax is for women who are done settling and ready for better. Designed by women, Wrax stops bounce at the source with precision-engineered support that delivers real control for real life.

Gravity is inevitable. Bounce is banned.

Real bodies. Real comfort. Real confidence to move.

This is Wrax. The end of bounce as you know it.

Target Audience

Wrax’s target audience is active women, along with active military, who participate in a range of exercise activities, such as running and wrestling, and who have larger breast sizes.

Tagline

The End of Bounce As You Know It.

Social Media Tagline

The End of Bounce As You Know It.

Short Social Media Description

Real control. Real bodies. Real confidence to move. The End of Bounce As You Know It.

Top 5 Commonly Asked Questions

What Does a High-Impact Sports Bra Do?
What is the Best High-Impact Sports Bra For Me?
How to Choose the Right High-Impact Sports Bra
Will a High-Impact Sports Bra Work for Heavy or Sagging Breasts?
Are High-Impact Sports Bras Healthy Long-Term?

Visual Branding

Logo Versions

Download Logo Files

Primary Stacked Logo

Alternate Stacked Logo

Primary Horizontal Logo

Alternate Horizontal Logo

Primary Wordmark

Alternate Wordmark

Primary Icon on White

Primary Icon on Black

Alternate Icon on White

Alternate Icon on Black

Logo & Logo Rules

DON’T rotate, distort, or crop any part of the logo.

DON’T add any extreme special effects to the logo (drop shadows, bevels, etc.).

DON’T overlap the logo with text, photos, or graphics that obscure its legibility.

DON’T alter the logo colors unless approved in brand standards.

Some Tips for Social Media

On social media profiles, the profile photo should include an icon version of the logo, while the cover photo should include the full logo (stacked or horizontal) or wordmark.

Whenever possible or practical, all image or video posts should include some form of the logo.

Brand Colors

Berry
Red

RGB: 229 57 78
CMYK: 4 92 66 0
HEX: #e5394e
PMS: 710 C

True Black

RGB: 0 0 0
CMYK: 40 40 40 100
HEX: #000000
PMS: Black 6 C

True White

RGB: 255 255 255
CMYK: 0 0 0 0
HEX: #ffffff
PMS: N/A

Warm White

RGB: 249 248 248
CMYK: 2 1 1 0
HEX: #f9f8f8
PMS: N/A

Band Fonts

Reanointe

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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

Primary Font – May not be available for web use. Use for headlines, titles, calls to action, and other large, bold text.

Download Font

Cormorant Garamond

a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

Substitute Font – Available for most web usage. Use for headlines, titles, calls to action, and other large, bold text.

Download Font

Raleway

a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

Primary Body Font – Available for most web usage. Use for body copy and longer paragraph text.

Download Font

Times New Roman*

a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

* Universal Alternate Primary Font. ONLY USE WHEN ALL OTHER OPTIONS ARE UNAVAILABLE.

Lato*

a b c d e f g h i j k l m n o p q r s t u v w x y z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )

* Universal Alternate Body Font. ONLY USE WHEN ALL OTHER OPTIONS ARE UNAVAILABLE.

Voice & Tone

Words That Describe Our Tone

  • Unapologetic 
  • Funny/Comedic
  • Supportive
  • Transparent 
  • Solution-Based

Words We Like

  • Effective
  • Game Changer
  • Comfortable
  • Women-Owned
  • No Bounce
  • Support
  • Racks
  • Boobs
  • Breasts

Words We Don’t Like

  • Worthless
  • Stupid
  • Ineffective
  • Unsupportive

Hashtags & Emojis

Hashtags to Use

#SportsBra
#SupportSportsBra
#HighImpactSportsBra
#Running
#Sports
#Bra
#MulitDirectionalSportsBra

Hashtag Usage Tips

DON’T use any hashtags on Facebook.

On Instagram, use 3-6 relevant hashtags per post.

On X/Twitter, use a maximum of 2 hashtags per Tweet.

On LinkedIn, use a maximum of 1-2 hashtags. Broad, general hashtags work best.

On YouTube, use no more than 1 hashtag in the title/description, and only if it’s a commonly searched hashtag.

Use #Wrax on ALL Instagram and Tiktok posts, and Twitter/X when needed.

Emojis We Like

All human emojis, such as faces, people, or hands MUST be yellow.

Emojis We Don’t Like

Do not use any emojis portraying weapons, violence, or specific races.

Everything Else

Using Links and CTAs

Only use a “hard sell” call to action (ex: sign up now, register today, etc.) every 6-7 posts. Your audience should never feel like every post is asking for something.

On Instagram, DON’T post links directly in the post. Instead, change the link in the bio and refer to it in the post with the verbiage: “link in bio.” This link MUST be changed back to Wrax’s website within the next 2 posts, OR when the link is no longer relevant (such as after a registration deadline).

Tagging, Liking, Commenting, Posting, and Messaging

When referring to or mentioning any partner organization, tag their social media page whenever possible.

Competitors should NEVER be mentioned by name in any post. When sharing customer testimonials or reviews, any competitor name mentioned must be removed prior to posting.

NEVER post about any political or religious topics.

Only link to an outside source every 5-6 posts. When doing so, make sure the featured source reinforces Wrax’s post goal.

Do not “like” any post on any social media platform unless it directly contributes to the Client’s benefit. For example, you can like an article about The Benefits of Supportive Bras, but do NOT like a post about Top Dog Breeds.
All content (including posts, messages, and comments) across all of Wrax’s platforms MUST be created and posted by a dedicated marketing employee or leadership team member unless otherwise decided by Wrax. In addition, only staff members may delete posts, comments, and tags from public pages.

Account Security

All social media passwords across all platforms MUST be changed quarterly (every 3 months). All devices logged out at the time of the password change.