Call to adventure

World Challenge leads school trips to extraordinary places across the world. It’s a brand with stories to tell to a young, creatively charged audience.

Challenge

Having recently rebranded, the team asked me to help them create a brand story that would enchant a teenage audience without alienating their other audiences: school leaders and parents. Following an intensive immersion session in which I explored the brand in depth, I came up with a number of story pillars that would allow the story to be dissected into individual key messages when needed. Guided by these pillars, I wrote an aspirational brand story that would help World Challenge engage their key audiences on an emotional level.

Transformation

The brand story really brought the brand to life, and the team were excited about the option of using its key messages in isolation across their communications.

In fact, the project sparked a deeper appreciation of the power of verbal branding. As a result, World Challenge asked me to spend a few days at its offices in High Wickham, leading a series of fun language workshops with the various teams across the organisation. Following the workshops I created a set of accessible language, style and grammar guidelines and a toolkit which included templates and examples so that everyone could continue to communicate confidently with World Challenge’s audiences.