Inspiring self-discovery in people of all ages, Outward Bound uses adventures in unfamiliar environments to challenge expectations, develop leadership skills and find new levels of personal strength.
Outward Bound USA wanted to get more students into courses by simplifying online enrollment for both national and regional schools. As the primary storefront for all open courses, the website needed a seamless, user-friendly way to show its value to a new generation of adventurers.
With more savvy consumers sifting through more options from competitors, Outward Bound also wanted help in building, protecting and strategically managing its brand.
That’s why Outward Bound turned to an old partner, Designsensory. Our relationship began several years ago when North Carolina Outward Bound came to us for a new website. Since then, we’ve also partnered with Outward Bound USA for a national website and brand book. We’re in the process of creating new responsive sites for both OB USA and North Carolina, with new sites for other regional Outward Bound schools to follow.
Outward Bound USA wanted to make enrollment easier and eliminate the need for customers to navigate multiple sites and enrollment processes. The client wanted a richer experience for the user, sharing content from across the system and gathering more data on the enrollment process. By standardizing regional website design and function, we enable local content focused on unique courses and populations.
For the website, we chose a clean, modern interface and contemporary type treatments, combined with humanistic treatments such as torn paper edges, watercolor techniques and hand-drawn elements.
With the organization’s complex structure of national and regional organizations, it is also vital to promote the brand consistently across all platforms. A brand manual addresses the confusion that has grown up in the marketplace after 50 years of Outward Bound’s growth through multiple chartered organizations and new specialized programs.
The manual provides guidelines for universal messaging and differentiates Outward Bound from competitors. Brand guidelines unite the diverse schools and programs and set parameters for using the name, logo system, tagline and other assets for advertising, video, clothing and other collateral and for all digital uses from email to social media.