Outside of Ordinary has delivered a strategic brand reset for the British Mountaineering Council (BMC) as it look to engage with a new audience.
The Manchester agency was brought in to review the purpose, mission, vision and values of the BMC – an organisation that exists to protect the freedoms and promote the interests of climbers, hill walkers, and mountaineers.
It came following a BMC survey in 2022, which found that only 23% of those questioned had participated in at least one BMC activity in the last 12 months, had heard of the organisation and were able to identify with its work.
“The BMC has always had a clear purpose: to make the climbing and outdoor experience of the people we represent as good as it can be. And while these activities have changed and participation has grown immeasurably over the years, this purpose holds as true as ever,” said Gavin Finch, Chief Commercial Officer, at BMC.
“As we grow towards 100,000 members it’s important that we strengthen our voice and shout about the work that we so passionately deliver, from campaigning for freedom of access and the right to roam, to funding conservation projects and providing world-class training to ensure that every individual’s experience in the outdoors is as good as it can be.
“Outside of Ordinary has played an instrumental role in assisting us to do so, providing the BMC with a strong and consistent voice and a confident, clear, and cohesive identity as we look to future growth. We could not have chosen a better agency partner and are looking forward to continuing our work together.”
The branding is now positioned around the statement: Adventure. Community. Action. For Every Hill Walker, Climber, And Mountaineer.
It is seeking to more accurately reflect the diverse group of outdoor and active people it now represents, breaking down historical boundaries between some communities and encouraging unity in the outdoors.
“The BMC is a phenomenal organisation. Whilst it’s well known and respected by those who have been active in the mountains and climbing for a long time, it is much less recognised by those new to this world, particularly with the influx of people enjoying the outdoors after the pandemic,” said Chris Conlan, co-founder of Outside of Ordinary.
“The diversity of actions and initiatives the BMC pursues is one of the organisation’s many strengths. It has, however, also been one of its biggest communication challenges to date, with it difficult to clearly state a ‘single minded’ proposition that covers everything, doesn’t exclude anyone, and can be repeated at scale.
“Our new narrative delivers this, providing a ‘catch all’ statement of intent that is inclusive of both the existing and new generation of outdoor enthusiasts, and all of the BMC’s initiatives and activities. In re-setting the visual aspects of the brand, we have not replaced the iconic red and white BMC logo, but have created a new system of layouts, type, graphics, and imagery around it that tie everything together more consistently and provide an aesthetic that will improve awareness and recognition of the BMC and its activities.
“It has enabled the BMC to become sharper in the articulation of its purpose and relevance, and more consistent in how it talks, looks, and feels. When brands appear so fleetingly in people’s busy lives, they need to make it count. This brand reset reinvigorates the organisation, increasing relevance and traction.”
The brand reset will be rolled out over the coming weeks with a new website to launch this summer.
