Client: Wilderness Group / Job: Full rebrand
Change from
inside to out
Our brief was to refresh the Active Travel Group brand. They deliver high-end luxury guided and escorted tours and over the years had acquired a variety of different brands. They wanted to unify the group under the Wilderness name and introduce a new brand architecture and platform.
The strategic side of the project established a hierarchy and structure for the eleven different brands in the company under the new Wilderness Group umbrella.
Identifying their key differentiator as having local guides who really know their destinations, we developed the proposition of 'We make your experience of our place the best it can be'. That idea of pride and passion for place became the key guiding theme for the visual identity and tone of voice for Wilderness.
Shaping the landscape
We developed an identity rooted in the landscapes they serve. The rugged hills and coasts of Scotland, Wales, Ireland and England, as well as the Continent.
The new logo took inspiration from the glens and valleys. The colour palette was rooted in the rich colours of the heather, granite and big skies and seas. The imagery brought their destinations to life utilising the smallest details and the widest landscapes to give you the full picture. The language and messaging embraced the localities and was rich in idiom and storytelling.
