Let the adventures begin
Two outdoor centres, loved by generations of young people, but hidden behind confusing identities. London Youth‘s outdoor learning sites Hindleap and Woodrow had all the energy of muddy boots, new friendships and big adventures, but their branding didn’t show it.
The team: Frog Morris, web developer; Chloë Roach, strategy direction; Oscar Park, design direction.
Impact over eight months
+86%
growth in new users on Hindleap’s site
30%
average growth in regional audiences outside of London
21%
average growth across all social platforms
Site visit and workshops
We didn’t just sit in meeting rooms — we got out onto the sites. From workshops with the Hindleap and Woodrow teams to trying the zipwire ourselves, we experienced first-hand the mix of challenge, laughter and adventure that defines the centres. The ambition for the new brands was clear: to capture the fun and energy of outdoor learning, clear up the confusion around their identities, and give both centres a confident, flexible toolkit to inspire schools, groups and families.
Logos
The new logos were inspired by how young people described their time at the centres — places to spread your wings, try new things and make memories. Each mark reflects the distinct character of Hindleap and Woodrow, while sharing a visual language that connects them to each other and keeps their link to London Youth visible.
Part of the challenge lay in the names themselves. Hindleap Warren and Woodrow High House were accurate but abstract. On top of that, “London” appeared so prominently in the centre logos (as part of the parent brand) that many assumed the sites were in the capital, rather than in Buckinghamshire and the Ashdown Forest.
We simplified the names to Hindleap and Woodrow, making them easier to use and remember, while new straplines — Outdoor learning & leisure — made it instantly clear what they offered.
Icons
We designed a library of glyphs inspired by symbols from Woodrow’s Victorian grotto. These simple, playful marks add personality to the brand and can be used in countless ways — as signposts, patterns or decorative details. They give both centres a distinctive visual toolkit that nods to local history while capturing a sense of fun and discovery.
Online
The website was rebuilt to reflect the new brands and make it easier for schools, groups and families to find what they need. Photography of young people in action — climbing, exploring, working together — brings the sense of adventure to the forefront, while the new logos, colours and glyphs tie everything together. The design balances the credibility of London Youth with the lively, welcoming character of Hindleap and Woodrow, and makes booking a visit simple.
