Jeff Schuller
Señor Copywriter
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Hardy Fools

This creative start-up for adventure athletes came to me looking for a name and help defining their brand voice. My approach? Let’s embrace the brilliance of a life chasing foolish pursuits.

 

The name Hardy Fools perfectly captures the spirit of this rugged collection of fringe athletes and creative storytellers. And the twist of turning “foolhardy” into a positive proves yet again the old adage from Spinal Tap: “There’s a fine line between stupid and clever.”

 
 
 
 

Besides naming, I wrote web copy and a manifesto to define their brand of inspired weirdness and questionable thrill-seeking behavior. Credits: Travis Brown, Founder/Creative Director; Frank Norton, Illustrator.