Brand Tone

Passionate & Enthusiastic, Inspirational & Aspirational, Authentic & Accurate, Respectful & Reverent, Aesthetic & Meticulous, Knowledgeable & Authoritative

Brand Values

• •Accuracy
• •Inspiration
• •Aesthetic Excellence
• •Respect for Heritage
• •Passion for Adventure
• •Accessibility & Sharing

Best Practices

• •Lead with Visuals: Let the stunning photography be the hero. Ensure all imagery reflects the high aesthetic standards and the "magic hour" light often captured by Alex Buisse.
• •Champion Accuracy and Detail: In all communications, subtly reinforce the meticulous research and commitment to precision that underpins the project. This builds trust and highlights a key differentiator.
• •Use Inspirational and Evocative Language: Write copy that stirs a sense of wonder, adventure, and respect for the mountains. Focus on the stories and emotions connected to the places.
• •Maintain Authenticity: Speak genuinely about the passion for mountaineering and photography. Avoid overly commercial or generic marketing language. The brand’s origin story is a powerful asset.
• •Engage the Community: Continue to acknowledge the project's roots in the climbing community. Use language that resonates with both seasoned alpinists and those who admire the mountains from afar.

Social Perception

Highly Esteemed, Authoritative and Trustworthy, Artistic and Inspirational, Unique and Innovative, Community-Endorsed

Copy Examples

• •Headline: Mont Blanc Lines: Where Art Meets Ascent. Body: Explore the world's most iconic mountain routes through breathtaking photography and meticulously researched lines. Each piece is an invitation to dream, discover, and decorate your space with the spirit of adventure. Accurate. Inspiring. Unforgettable. (Tone: Aesthetic, Inspirational, Authentic)
• •Headline: Trace the Legends. Inspire Your Journey. Body: From the sheer faces of the Mont Blanc massif to the challenging lines of El Capitan, Mont Blanc Lines captures the soul of mountaineering. Our award-winning book and stunning posters are more than maps; they are tributes to the peaks and the pioneers. (Tone: Respectful, Inspirational, Passionate)
• •Headline: The Mountains Are Calling. We've Mapped the Way. Body: Discover the intricate beauty of classic climbs and ski descents. Alex Buisse’s Mont Blanc Lines project offers an unparalleled view of alpine history, crafted with a photographer's eye and an alpinist's precision. (Tone: Authentic, Aesthetic, Knowledgeable)
• •Headline: Own a Piece of Alpinism: Beauty, Accuracy, Adventure. Body: Bring the majesty of the world’s greatest climbs into your home. Mont Blanc Lines delivers stunning visual representations of legendary routes, perfect for enthusiasts, climbers, and anyone inspired by the call of the wild. (Tone: Passionate, Aesthetic, Inspirational)
• •Headline: Beyond the Guidebook: Iconic Lines, Artfully Rendered. Body: Experience mountain routes with unparalleled clarity and beauty. Mont Blanc Lines combines exceptional photography with precise line-drawing to celebrate the art of climbing and skiing. Fuel your passion, explore the history. (Tone: Knowledgeable, Aesthetic, Respectful)