GO APE • Studio Brewer

GO APE

Lettering, Concept Development

Go Ape, the UK’s top forest adventure company, has long inspired people to “live life adventurously” with treetop climbs and zip lines. After 15 years, the brand needed a refresh to win back young adults without losing its loyal family audience. My main task was crafting a fresh logotype that steered the overall direction for typography and shape language.

APPROACH
The challenge was creating flexibility for their in-house team across 30+ locations while clarifying their expanding offerings.

SOLUTION
Bespoke letterforms formed a versatile, sticker-style master logo and stencil version, usable on any background and framing each activity context. This made it incredibly easy for all teams to use. An approachable, warm, subtly imperfect graphic style, paired with playful patterns, assets and a bold typographic system created a distinctive identity that enabled easy and enjoyable brand-building for the team, across all locations.

IMPACT
We achieved a swift nationwide rollout and a substantial increase in participation from a younger audience.

APPROACH
The challenge was creating flexibility for their in-house team across 30+ locations while clarifying their expanding offerings.

IMPACT
We achieved a swift nationwide rollout and a substantial increase in participation from a younger audience.

APPROACH
The challenge was creating flexibility for their in-house team across 30+ locations while clarifying their expanding offerings.

IMPACT
We achieved a swift nationwide rollout and a substantial increase in participation from a younger audience.

Agency: Friendly Giants
Creative Director: Gavin Leisfield
Senior Designer: Jake Brewer
Designers: Jake Walton, Sarah Chadder
Imagery © Go Ape

2018