Manchester-based brand storytelling agency, Truth, has helped transform charity challenge business, Global Adventure Challenges (GAC) with a new look brand identity and proposition.
The rebrand including a fresh new marque was motivated by a desire to step change the business and had not been updated since the company was established in 2002.
Truth’s remit was to develop a brand proposition aligned with the business vision through a series of key stakeholder workshops; giving rise to a fully-formed brand identity system synonymous with the core idea of ‘adventure at your side’. This included:
Textures and Patterns
Tone of voice
Application to digital formats
Website UX & UI
Web Development and bespoke CMS framework
Social Media Launch Creative.
Peter Robinson, Director of GAC said: "Since our conception we had successfully operated with a tired, unreadable and incredibly difficult to reproduce logo which, as the years went by, didn’t reflect the services and quality events we delivered. We had no structure to our external image, we had no brand story to tell. Working with Truth has literally transformed our business into something we never thought imaginable. We have a brand! We have a story!
“It’s much more than a new logo, a new website and a new brand culture – it’s a new working lifestyle that is running deep in all we do. Our customers love being associated with the ‘new us’ and we’ve been complimented on numerous occasions which has been positively overwhelming. Our new look and culture has not only reengaged with our customers but also attracted a new audience. We have a newfound excitement running across every level of the business. Our transformation has been emotional, tiring but yet most rewarding and memorable. And to top it off, it’s amazing our employees and family are engaged with a brand which they love and are proud to represent.”
A full brand critique found that the original marque was both limited and lacked the experience to match the services on offer. The brand-first strategy employed ensured the digital experience could focus on user experience and improved functionality with the assurance of a future-proofed and flexible brand identity system.
Truth founder and creative partner, Darren Scott said: “The objectives of the project were to improve the brand experience and communicate its story in a compelling way. This was about creating a consistent online experience to drive equity and end-user value perceptions; avoiding the business being forced into trading on price commodity.
The business helps people realise their dreams and ambitions, changing their own and other people’s lives, but arguably the old brand did not scale to the same heights, we have now created a brand that is not only reflective of the business but connects it with people.”
To date, GAC has taken over 20,000 people on life-changing adventures across 36 different countries. From trekking to the summit of Kilimanjaro, cycling from London to Paris and dog sledding across the arctic, its challenge events have helped raise in excess of £20 million for over 1,500 charities.
Integrated brand storytelling agency, Truth, offers design, social, digital and PR services to global, national and regional clients. It employs 20 people and was established in 2006.
60min Makeovers: Northern Rail