Go Ape
Creating clearer pathways to better experiences
Client
Go Ape
Sector
Leisure & Tourism
Type of work
Editorial Design
Illustration
The client’s challenge
Working alongside our partner In2action, we collaborated with Go Ape, a UK leader in outdoor adventure activities. With a successful visitor experience already established, they wanted to ensure their instructors consistently hit that same high standard. The brief required a direct, engaging guide that empowered teams on the ground to deliver exceptional customer service with absolute confidence.
The Peekaboo plan
Drawing on our experience within the education sector, we set out to rethink how Go Ape communicated complex internal messages from the ground up.
We designed an innovative folded leaflet, combining bespoke illustrations and clear visual pathways to showcase everyday employee scenarios. To make this information as accessible as possible, we structured the layout as a custom visual journey that fit seamlessly within their existing brand. The piece was built to be engaging and intuitive, using non-written formats to communicate best practices with absolute clarity.
On the reverse of the leaflet we aligned more in-depth written instructions with these illustrations, giving Go Ape a comprehensive guide that worked seamlessly to enhance a participant’s journey from both a safety and personal perspective.
The results
Go Ape instructors now have a clear, highly visual overview that works perfectly in the demanding outdoor conditions where reading time is limited. The team at In2action utilised these materials as a powerful briefing tool, successfully conveying new ways to continuously elevate the customer experience. The project’s success established a proven format that was subsequently rolled out for other large leisure providers, featuring the custom illustrations to perfectly capture each brand’s unique identity and tone.
Let’s make something great together