A quest to inspire adventure lovers of all ages and abilities to help protect and preserve the UK’s green spaces.
Their ultimate mission is to inspire adventure lovers of all ages and abilities to help protect and preserve the green spaces which serve as our adventure playgrounds, and which help us to restore and maintain our physical and mental health.
When we met them the team were focusing on the negatives that were driving them into action - the detrimental impact human interference is having on our precious green spaces, the loss of habitat and biodiversity, and the link between these challenges and increased mental health issues across the UK.
But knowing as we do from our work with organisations in the regenerative space, audiences are generally aware and overwhelmed with negative messages. The effects of negative communication styles are now putting people in states of despair and depression and this is leading to inaction.
So we reframed their brand messaging and tone of voice to inspire their audiences to act out of their own love for green spaces. With the key insight that adventurers are full of energy, conquest orientated and highly motivated we created a language they could understand and get on board with, turning their love of adventure towards action to save it.
We developed a visual identity which communicated the unique aspects of their story - their route joining up natural UK spaces across both land and sea. We developed an execution style that bridges the gap between their key audiences - family explorers and badass adventurers - by enabling the team to dial up and dial down certain aspects of the styling in accordance with who they are talking to.