Mountaineers go first. It’s our rallying cry. It’s a challenge. It’s a reminder of the rugged determination that progress demands. It is also the foundation of our brand. And this is how it becomes real. 

Having the courage to go first doesn’t mean going impulsively without a plan. Going first is about making bold, but informed decisions. As writers, designers, photographers, web developers and overall brand ambassadors, all of us are called upon to go forth and help shape our brand. This guide will direct you — ensuring that we communicate consistently and powerfully.