Pilot Packet

1.0 - Who Are We?

Hume & Kind

- E Plurubus Unum - Deo Juvante’ -

About us: Hume & Kind creates clothing and products for everyday living and leisure. Based in Los Angeles and designed for those who value richness and seek culture in life itself. Our goods aren’t just practical—they’re a timeless addition to daily routine.

Summary: Hume & Kind is based on the community with the goal of creating a lifestyle. See the Vision board for more details. The overall feeling is slower paced, refined, and natural. The emphasis is you and your story!!

2.0 - Guidelines/Terms

Dos/Do-Nots’

  • Creative Alignment and Visibility: We want to encourage you to use your creative freedom to authentically integrate HumeKind products with your personal style and the culture of your audience, ensuring alignment with our brand ethos. Be subtle yet clear when featuring our products; ensure they are fully viewable and recognizable, showcasing their relevance to your lifestyle and cultural context.

  • Genuine Experiences and Positive Engagement: Share genuine experiences regarding product quality, comfort, and unique features, emphasizing sustainability where applicable. Your authenticity is key to building a genuine connection with your audience. Encourage positive and respectful interactions within your community, fostering engagement that mirrors HumeKind's values.

    Accurate Care and Cultural Relevance: Adhere to recommended care practices for products and ensure your content accurately represents product features and functionality. Integrate HumeKind with your culture and audience, demonstrating how our products fit into diverse lifestyles and cultural practices, highlighting the universality and adaptability of HumeKind products.

  • Exclusive Focus and Strategic Scheduling: Refrain from featuring or mentioning competitor brands or products, including their logos in any part of your posts. Maintain a clear focus on showcasing Hume & Kind's unique offerings and schedule content to stand apart from competing brands, emphasizing our distinct value proposition.

  • Adherence to Guidelines and Inclusive Messaging: Ensure your content is free from explicit imagery, language, or references to prohibited substances. Focus on inclusive and positive messaging, avoiding negative comparisons or implying exclusivity, to welcome and engage a broad audience. Ensure your content is free from explicit imagery, language, or references to prohibited substances. Focus on inclusive and positive messaging, avoiding negative comparisons or implying exclusivity, to welcome and engage a broad audience.

3.0 - Process

Recommended Process

Planning:

  • Give us a brief of what you plan on shooting/ subject. If you have any examples please provide coorilation

  • Check out our ‘Vision’ for style consistency. If you are having trouble develop an idea check out our inspiration board below

Shooting/Recording:

  • Slower Pace - Do not use tension building/ multiple fast transitions

  • Preference Immersive Audio. We prefer a balance of music and quality audio

  • Framing:

    • Attention to motion in foreground, subject, and background. Try to keep the scene busy.

    • Symmetry is ideal, dont over think the composition

    • Attention to lines in background/foreground

    • Still shots are more than okey

Color/Lighting:

  • Genuine film content is always appreciated. If faked please make it reasonably believable.

  • Please see our color pallets included below for more guidance. Keep tint down to a minimum.

  • We prefer quality saturation with reasonable contrast. See examples below.

Editing:

  • Use text other thank those provided by Instagram/Tiktok

  • Depending on content, use viral music when neccessary but keep it sophisticated and ‘cool’ not cheesy or edgy. Please refrain from using explicit music entirely.

Posting:

  • Clearly mention brand in bio (not hidden).

  • Respond to all reasonable inquiries/questions/comments in a truthful manner. Especially regarding the brand.

4.0 - Ideas/Inspiration

Subject/Ideas - Inspiration:

    • Making/Grabbng Coffee

    • Library

    • Meeting with a friend

    • Reading a Book

    • Walking in the City

    • Laying by the beach/walking

    • Lake Dips

    • Wine Tasting

    • Casual House Party/Dinner

  • Note: It is more about the lifestyle/Journey, not necessarily just doing the sport. More about the preperation/post day-to-day life.

    • Surfing (Long Board or Mid Length ideally)

    • Running

    • Skiing

    • Biking

    • Skateboard Cruising (nothing over the top)

    • Horse Riding

    • Tenns (Clay Courts is a +)

    • Pickleball (no one in background)

    • Cliff Jumping

    • Backpacking

    • Spearfishing

    • Ice Skating

    • Sailing

    • Flying (planes)

    • Freediving

    • Working on your car

    • Ironing Clothes

    • Washing clothes at Laundromat

    • Cold Plunges/Spa

    • Cooking/Bakin

    • In a styled room

    • Out in the city

    • Beach/Mountains

    • Photogaphy

    • Ceramics

    • Drawing/Painting

      • In a coffee shop

      • In your house

      • on a mountain!?

    • Cooking

    • Piano/Classical Music Instruments

*Biggest emphasis is keeping things natural, and rich in heritage.

*Focus more on keeping it natural and aesthetic over going above and beyond.

*The coolest thing is being distinctly YOU

4.1 - Description

Examples - Inspiration


Why?

  • Subtle, simple, discrete but scenic

Why?

  • Captivating, scenic

Why?

  • Color/Comp perfect, simple, captivating

  • Fits with brand

Why?

  • Story Telling, Simple

Why?

  • Simple, scenic, embracing culture

Why?

  • captivating, story, culture

Why?

  • simple, reminiscence

Why?

  • Simple, clean, fits well overall with lifestyle

Why?

  • Love everything about that

Why?

  • Love everything about that

Why?

  • Love everything about this

Why?

  • Love everything about that

Questions?

Direct Message

@humekind

Email:

Matt - hello@matthume.us

Phone:

Matt Hume (Founder) - +1.805.441.4000