Outlook Expeditions are the leading independent provider of expeditions to schools in the UK. They provide young people with the opportunity to develop through travel and challenge.
Under new ownership, Outlook Expeditions wanted to engage customers in a new and exciting chapter whilst reassuring customers that their core values remained and stand out in the marketplace.
Further, their existing website was difficult to update and did not enable the sales & marketing team to deliver targeted messaging to their audiences.
Outlook Expeditions approached us to help, focusing initially on rebranding and website development.
We began the brand development process by running workshops with Outlook Expeditions’ key internal stakeholders and key customer groups, enabling us to really understand the Outlook brand and how people feel about it. We then used this insight to inform the development of a brand framework. As well as defining tone of voice, values and positioning statements, this involved developing a clear proposition and benefit-led key messages for each of the audiences: Teachers, students and parents.
‘Extraordinary Expedition Experiences’ was identified as the essence that underpinned the brand framework. With the brand framework providing a clear brief, we developed a new brand identity and design style for Outlook Expeditions to reinforce their positioning as a personable and professional industry leading expeditions provider.
Outlook Expeditions needed a website which more effectively engaged their diverse audience groups (parents, teachers and students) as well as retaining a higher volume of online visitors and driving enquiries, interaction and bookings.
Our starting point was to run a user experience workshop with the Outlook team to build a clear understanding of each audience group and their information needs.
The process revealed that the website should target two core user groups; teachers and parents. Utilising the insights, we were then able to develop a content hierarchy and sitemap which prioritised the content most relevant to them.
Website Design & Build
Following the UX process, desktop and mobile wireframes were developed and were followed by a new look and feel.
The new website was designed with more focus on visual content, including photography and videos to provide a more engaging user experience. Clear signposting and calls-to-action were also a priority, to help increase enquiries.
We selected Concrete5, an open source CMS, to build the new website. As well as being future-proof and fully mobile optimised, the drag-and-drop interface would ensure Outlook Expeditions could make updates easily inhouse.
The brief also included a refresh of Outlook Expeditions’ core marketing materials which included information packs, posters and leaflets for both teachers looking to set up expeditions in schools and also parents who needed expedition details and fundraising information ahead of and after booking a trip.
Outlook Expeditions also needed a refresh of their sales materials to help them engage with more teacher sponsors in schools. This included sales presentations, brochures and stationary, all designed within the new brand framework to reinforce professionalism and trust in the Outlook brand.
What The Client Says
Katapult really took the time to get under the skin of our brand and understand our company, our stakeholders and our customers. This amount of foundation and the level of understanding they developed as a result is something that I haven’t seen in an agency before and it is reflected in the ease of work and end results. Katapult offer a personal service and I have got to know the different experts within the team as individuals.
When working on a multi-layered project being able to communicate with these individuals directly rather than through a ‘middle man’ has given me great confidence during what could have been a very stressful process. I look forward to continuing to build the relationship with Katapult into the future.