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Ramblers
Impact report
Opportunity.
The Ramblers is the largest walking organisation in the UK, working to expand and protect the paths, whilst encouraging an active and healthy lifestyle.
With the older now feeling younger, this opportunity to look more vibrant and accessable is key to growing the already huge membership.
The Ramblers wanted to totally change the way they communicated their impact and promote the positive changes in a more engaging way. What better way than on your 80th birthday!
Big idea.
If an image can tell a thousand words then its no wonder the impact report was able to reduce from a 16 page A4 dossier, down to a illustrative A5 foldout. Something a little different – lighter and more user-friendly.
We began with ideas of how to tie all of these disparate pieces of information together. Explaining the impact throughout the year in a much more eyecatching way, strenghtening the association with the visual brand.
Ramblers is a very bright and illustraive brand so it was natural to focus around the strong colours and engaing illustrations.
Neat, simplistic infographics were used to represent information and make it more comprehensible. This approach was used in line with Ramblers’ goal of making their work more accessible to younger audiences.
Now four impact reports later, each has told the story in a slightly different visual way.
“We are always delighted to work with an agency like That’s Brave. They never hesitate to make sure every detail is in place so our brand reputation is not at risk. I would always recommend That’s Brave to others looking for an agency to provide a high level of creativity and brand awareness.”
Natalie Razzell, Marketing Manager
Engagement.
The change from a very wordy 16 page brochure was incredibly well received when presented at general council. The ability to easily scan and read vital segments was commented and really helped to engage and present the impact that the Ramblers have had over the past year. Since the initial concept we have developed three reincarnations of the impact report using different infographics and creative paper folding which has not only had a superb internal response but has captured the imagination of the walking public more.
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