Social identity
How GearBook shows up
The signature
The presenter bit
“What if every time you recommended your favorite gear, you got paid? I'm Luke, and this is GearBook.”
Luke in a suit, tie and handheld mic plays a deadpan presenter somewhere absurd for a suit: a desk on a cliff, rappelling, sitting in a creek, buried in ropes. Short script to camera, about 25 to 30 s.
Why it works
A straight-faced corporate presenter in places no suit belongs. The outdoor setting is real, and the gear and the information are real too.
The edit
Captions burned in, meme overlays (a coin pile, a crying-emoji map), product cutouts flying in, a screen recording for a partner's catalog, ending on the logo or the brand colour bars.
Formats
Three, and only three
Presenter bit
Luke in a suit, tie and handheld mic plays a deadpan presenter somewhere absurd for a suit: a desk on a cliff, rappelling, sitting in a creek, buried in ropes. Short script to camera, about 25 to 30 s.
Vibe reel
No voice. Good footage, one line of meme text, a trending sound added in the app.
Editorial poster
A still: a duotone or moody photo with text in the brand serif.
Who's on camera
Luke by default
Luke (founder)
The default talent, in the presenter bit. Presented as GearBook's founder who uses the gear, never as a certified guide.
Friends and the crew
Trip montages and vibe reels, tagged in captions.
Members
An upgrade whenever one opts in, never relied on. Rare in October 2026.
Anyone on camera gives their OK. Footage and photos are credited to whoever shot them.
Voice
Looser than the website, on purpose
On social
- Dry humour, meme overlays, emojis (🤙), "get stoked", "make some cash"
- Short captions: one or two lines, then "Click the link in our bio"
- Captions credit people: "Featuring:", "Captured by:", "Edited by:"
- Hashtags: #gearbook #outdoorindustry
Still applies
- Never promise an amount or quote a rate. Talking about getting paid is fine; numbers live on /commission-rates.
- No em or en dashes, in any copy.
- No urgency theatre or fake deals.
- Safety topics (avalanche, diving depth) are played straight: no jokes, no instruction.
Sports: All of them, rotated across posts. Scuba.com and West Marine are partners, so don't let the account become mountain-only.
Logo
Use the official files
From the GearBook logo pack. Never redraw, recolour or stretch them. The BW versions are black or white only.
Full length
The payoff: the end card, the backpack patch in M25, anywhere the logo is the point.
Full length BW
Black or white only, never tinted: the hub's top bar, M18's corner, the phone app bar (black) and share card (white) in M25.
Lockup
Square spaces. Never smaller than 64 px.
Bookmark
Icon sizes: the footer, the "Make this week" button. It's also the clear space: one bookmark on every side.
Favicon
Browser tabs (dark version; a light one is in the pack).
Profile picture
Instagram and Facebook avatars.
Brand
Colour and type
Pieces read these from public/pieces/pieces.css, the hub from app/globals.css and lib/brand.ts.
Headings
Roca
Matt's Adobe kit. The signup reel uses Fraunces.
Text
Outfit
Everything people read.
Labels
AFACAD FLUX
Small, tracked, above a heading.
Gaps
To fill in (Luke)
What Claude can't see from the feed.
- Who's on the team (Matt's role in content, the photographer, the editor), and which friends or members are happy to be on camera.
- Where the presenter bit came from, what it should never become, and whether it stays Luke-only.
- Instagram Insights per post (reach, saves, shares, non-follower reach, average watch time). Likes alone may mislead.
- Where raw footage lives, and roughly what's there by sport and person.
- A swipe file: about 5 posts from any account you'd love to have made, and 3 you'd never post, each with a few words on why.