Go Ape | Brand refresh + guidelines
The Project
With expansion planned in both Britain and the US, Go Ape needed to solidify and polish their brand identity, producing a set of branding, design and copywriting guidelines that would make sense across both continents and audiences.
This top-banana brand refresh and resulting set of identity guidelines is the culmination of many months' detailed research and consultation with Go Ape on everything from photography to phonetics. Reflecting their earthy, natural values is a locally-sourced wooden cover, laser-etched with Go Ape's logo; while inside, Flora paper made from 50% recycled, 50% unchlorinated wood pulp continues the organic vibe with its imperfect, speckled look and feel.
Content is friendly, fun and quirky – just like the brand itself – and both design and tone-of-voice recommendations are already in use. Proof that brand guidelines are far more effective and engaging (and thus more likely to be followed correctly by design agencies) when they practice what they preach.
