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GO APE
GO APE
Reframing outdoor experiences with a brand refresh
Reframing outdoor experiences with a brand refresh
via
Friendly Giants
for
Adventure Forest Ltd.
via
Friendly Giants
for
Adventure Forest Ltd.
Art Direction, Logotype
Art Direction, Logotype
2018
2018
GO APE
Reframing outdoor experiences with a brand refresh
via
Friendly Giants
for
Adventure Forest Ltd.
Art Direction, Logotype
2018
A bold new direction for the UK's number one forest adventure company. Brought in as a design lead to explore identity directions, concepts and craft a bespoke logotype, I worked with the team to establish the typographic style and shape language that would define the Go Ape rebrand.
CHALLENGE
After 15 years, Go Ape needed a refresh to win back young adults and clarify their expanding offerings. The brief: one flexible master brand, badgeable across 30+ locations and sub-brands, without overcomplicating it. My role was to explore identity directions and craft a fresh logotype to steer the overall typographic style and shape language.
SOLUTION
Bespoke letterforms formed a versatile, bold, sticker-style master logo — with a stencil version usable on any background. An approachable, warm graphic style with playful patterns and a bold typographic system made brand-building easy and enjoyable for in-house teams across every location.
OUTCOME
Swift nationwide rollout and a substantial increase in participation from a younger audience.
CREDITS
Creative Director: Gavin Leisfield
Senior Designer: Jake Brewer
Designers: Jake Walton, Sarah Chadder
Photography © Go Ape
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