A part of Hong Kong since 1970, Outward Bound is the world’s oldest experiential learning organisation. In addition to introducing youngsters to outdoor challenges and experiences, the not-for-profit organisation provides life-changing leadership and team building programs to corporations through it’s Outward Bound Professional programs.

Outward Bound Hong Kong recently sought to clarify the positioning of its professional brand through an initiative conducted with Stepworks. The subsequent corporate identity development program included research, brief development, brand model, logo, positioning phrase, brochure and website.

The key insight was that Outward Bound has a depth of experience and approach that is far more rigid and uncompromising than other providers of experiential education. This was distilled into the Brand DNA “Take the high road”, which conveys the Outward Bound ethos of doing what’s right, not necessarily what’s easy. The functional aspect of the brand is expressed in a positioning phrase that exhorts us to “Work outside for a change”.

The project also included a printed brochure, which took the form of a folder full of oversized postcards bearing an inspiring message and image. The brand was further expressed in a CMS-enabled website.

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