They are people who regard our region and community members with respect and importance. Sure, the people in our brand are our visitors; both those from just outside our region and in our own country, to those who visit us from abroad. But most importantly, our people are the members of our community. We live together, act together and are committed to strengthening and sharing our common values and vision.
Our look draws on elements that give homage to our heritage, our community spirit, our solid nature, the contemporary nature of coal in our community, and our natural surroundings, and adventure. Our look is clean and not cluttered, sophisticated, but in no way condescending or ostentatious. We possess a look that is strong and bold. Our brand feel demonstrates confidence in simplicity and robustness in tone. Ultimately, our look is true to both our past and our present.