
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’
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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.
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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.
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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.
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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:
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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
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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)
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Cliff Jumping
Backpacking
Spearfishing
Ice Skating
Sailing
Flying (planes)
Freediving
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Working on your car
Ironing Clothes
Washing clothes at Laundromat
Cold Plunges/Spa
Cooking/Bakin
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In a styled room
Out in the city
Beach/Mountains
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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