Choose a Challenge are adventure travel specialists who run student-led challenges overseas. In the past decade they have sent over 10,000 young people on life-changing experiences all over the world, whilst raising £20 million for charity. They approached us in 2017 to refresh and refocus their brand image and positioning. The new design needed to be a bold representation of their purpose, engage their key audiences, as well as deliver increased engagement with the website.
Choose a Challenge did not have a clear expression of their brand purpose or ‘Why’. Our Planning Team led the project. There was one thought that the we kept coming back to – “Because we don’t want to be behind a desk 9 to 5.” From this we came to a positive expression of the core purpose of the brand –“Because there’s more to life.” We then delivered a brand design which was simple, clean and flowing. The design and proposition was rolled out across all materials, the website, and applied as a watermark, to let the travel experiences shine through the brand. The results were immediate. Web pages per session +33% higher, average session duration +67% higher and bounce rate down 35%. Meanwhile, Facebook page Likes grew by +20%. Some great results – we’re delighted we were able to rise to the challenge.