Brand Tone

Inspirational, Authentic, and Reverent

Brand Values

• •Adventure and Exploration
• •Perseverance and Resilience
• •Community and Philanthropy
• •Respect for Nature

Best Practices

• •Lead with the "Why": Always connect the adventure back to its purpose. Whether it's the personal challenge or the philanthropic cause, the motivation should be central to the story. The "why" is more compelling than the "what."
• •Use a Reverent and Humble Tone: The mountain is the hero of the story. The copy should always position the team as respectful visitors in a powerful, natural world, not conquerors. Avoid arrogance.
• •Embrace Authenticity Through Detail: Share the unfiltered realities of the expedition. Mention the extreme cold, the challenges of preparing meals at altitude, and the mental fatigue. This honesty builds credibility and makes the triumphs more impactful.
• •Speak the Language of Adventure: Use evocative and sensory language. Words like "massif," "glacier," "summit," "ascent," and "expedition" reinforce the brand's identity. Describe the "soul-enriching solitude" and the "vast icefields."
• •Focus on Legacy and Community: Frame the expedition as part of a continuum. Reference the history of climbers on Mount Logan and emphasize how the project supports future climbers. This creates a sense of belonging and greater purpose.

Social Perception

Perceived as a credible and ambitious expedition within the niche mountaineering community, and as a story of human endeavor and the spirit of exploration by the broader public. It is viewed positively as a non-commercial venture focused on adventure and a good cause, embodying attributes like soul-enriching solitude and glacier travel.

Copy Examples

• •5959 Meters to the Roof of Canada. One Team. One Cause. This is the story of our ascent.
• •The mountain asks everything of you. It demands respect, resilience, and a reason for being there. Our reason? To stand on the summit for those who will follow. Supporting the Alpine Club of Canada with every meter climbed. #MtLogan5959 #AdventureWithAPurpose #ClimbForCanada
• •The summit is just one goal. The true peak is what we leave behind. By supporting the Mt Logan 5959 expedition, you’re not just following our journey; you’re investing in the future of Canadian alpinism. Help us support the Jim Colpitts Memorial Grant.
• •We are climbers, dreamers, and explorers united by a single objective: Canada's highest peak. But our journey doesn't end at the summit. Meet the team dedicated to testing their limits and giving back to the community that inspires them.
• •It is one of the world's most massive mountain blocks, rising abruptly from the ice. They call it Mount Logan. For us, it was a 5,959-meter test of will, a journey into the heart of the wild, and a promise to the next generation of adventurers. This is our story.