Brand Tone

Authentic, Inspirational, Reflective/Thoughtful, Passionate, Professional, Advocate

Brand Values

• •Resilience
• •Authenticity
• •Passion for the Outdoors
• •Environmental Stewardship
• •Mental Health Awareness
• •Storytelling
• •Community
• •Gratitude

Best Practices

• •Speak from the "I" with Authenticity: Share personal experiences, thoughts, and feelings. Drew's strength is his genuine voice; copywriting should reflect this first-person perspective and vulnerability where appropriate.
• •Balance Action with Reflection: While showcasing thrilling ski content is key, always pair it with deeper insights, lessons learned, or the emotional context. This maintains the thoughtful aspect of his brand.
• •Integrate Values Naturally: Weave in themes of resilience, mental health, and climate advocacy organically rather than as forced afterthoughts. Let them be part of the narrative. For example, a beautiful mountain shot can tie into the "why we protect these places" message.
• •Engage with the Community: Ask questions, respond to comments thoughtfully, and acknowledge the audience. This reinforces the community and approachable aspects of his brand. Copy should invite interaction.
• •Maintain a Tone of Respect and Gratitude: Whether talking about the mountains, sponsors, challenges, or successes, a baseline of humility, respect for nature's power, and gratitude for opportunities should be evident. Avoid overly boastful or purely self-promotional language.

Social Perception

A highly skilled and accomplished professional skier, An inspiring individual, Authentic and relatable, A thoughtful and articulate voice, A credible advocate, Respectful of the mountains, A positive role model

Copy Examples

• •Instagram Post (Image: Drew skiing a challenging line): "The mountain always speaks. Sometimes in whispers, sometimes in roars. Learning to listen has been a journey of a lifetime – one of respect, challenge, and immense gratitude. Every turn, a conversation. Every ascent, a lesson in resilience. What’s a lesson the mountains have taught you? #Skiing #MountainLife #AlwaysLearning #ProtectOurWinters #MentalWellness"
• •Tweet (Promoting a new film or article): "Beyond the powder days and epic lines, there's a story of perseverance and the power of the human spirit. Excited to share my latest piece/film [Link] – diving deep into what it means to find strength in vulnerability. Hope it resonates. #Adventure #MentalHealthMatters #Storytelling"
• •Website Blog Intro (Reflecting on a season): "As the snow melts and gives way to spring, it’s a time for reflection. This season was a tapestry woven with threads of breathtaking beauty, unexpected challenges, and the quiet strength found in putting one foot (or ski) in front of the other. It wasn't just about the descents, but about the growth between them. Join me as I unpack some of the moments that defined the winter..."
• •Facebook Post (Advocacy focus): "Our playgrounds are changing. The winters I grew up with are not the winters of today. That's why I'm proud to partner with @ProtectOurWinters to advocate for systemic solutions to the climate crisis. It’s more than just skiing; it’s about preserving these wild places for generations to come. Learn how you can get involved: [Link to POW]. #ClimateActionNow #POW #SkiingForFuture"
• •Instagram Story Series (More casual, behind-the-scenes): (Slide 1: Video of packing gear) "Early bird gets the... fresh tracks! Stoke is high for a big day out. 🏔️" (Slide 2: Photo of a challenging moment, e.g., tricky conditions) "Not every moment is a hero shot. Working through the crux. #RealTalk #SkiTouring" (Slide 3: Selfie, smiling) "Made it! The effort is always worth the reward. Grateful for days like these and for the body & mind that carry me here. 🙏 #MountainHigh #MindAndBody"