The Outward Bound Trust

Changing young people's lives. For the better. Forever.

The Outward Bound Trust is an educational charity that uses the outdoors to help develop young people from all walks of life. Through the generosity of donors, they are able to run adventurous and challenging outdoor learning courses that equip young people with valuable skills for education, work and life - helping them become more confident, more effective and more capable at school, college and in the workplace.

We’ve been working with the organisation since 2012 to help them devise new ways of communicating specific, targeted messages to key supporters (from individual and corporate supporters through to participants and schools) that would resonate with them on every level.

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DISCIPLINES

Brand Strategy Brand Workshop Event Identities Visual Language Copywriting Brand Guidelines Digital Marketing Print Literature Event Collateral Photography Art Direction

We began our work with the OBT by shaping a clear strategic path for the entire organisation. Following a brand workshop, extensive competitor analysis, market profiling and stakeholder interviews, we produced a brand proposition document that helped lay the foundations for how to define, and subsequently how best to communicate to, their core audience groups.

To ensure The Outward Bound Trust brand rolled out consistently, we produced a comprehensive 72 page brand guidelines document for everyone to refer to.

After devising a clear strategy for how to best communicate to each of their four audience groups, we created separate pieces of collateral that resonated with everyone in the most appropriate ways. Individual Givers received a very emotive brochure and microsite; Corporates were told of how their emerging leaders and teams would benefit; Schools learnt much more about the impact and results of taking part in an Outward Bound Trust course.

Bringing together all of our brand development work – from photography to infographics and data - we created a clean, direct and impactful visual style for the Trust & Education audience. The first iteration was the Social Impact Report - a high level document produced every two years to highlight the results of their work. To reinforce their commitment to the environment, we sourced natural papers and used waterless printing to produce the final report.

Working with award winning sports photographer Philip Haynes, we also created a distinctive and highly compelling visual language that would inspire and motivate the young individuals (and their families) that The Outward Bound Trust approach and work with.

Within the master brand guidelines that we created, we were tasked with clarifying the different ways that The Outward Bound Trust engage with their corporate clients, and creating a succinct and tangible offer that clearly articulates what we do, why we do it and the benefits they bring to their corporate clients.

We started working with We Launch on The Descent of the Shard, a very high profile and high-end abseil down Europe’s tallest building. We had a lot to lose, but We Launch really understand how to respond to a client’s needs. Right from the off, I felt comfortable. They got inside the guts of our organisation to produce a hugely impactful campaign which reaped £2.8m in income and £2.5m in press coverage. Nowadays I see We Launch as an extension of my own team – utterly reliable, totally committed and extremely creative.

Alan Bolchover, Director of Fundraising

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