Striking website showcasing adventurous events and activities across four locations across the UK
Girlguiding’s Activity Centres offer guides, other young people, families and corporate clients the opportunity to take part in exciting events and amazing adventures and stay in affordable accommodation in four stunning sites.
Historically, Girlguiding’s activity offer was split across four separate location-based websites but they were looking to consolidate the information in a single unified place. They wanted to be able to present a more coherent sense of what was available for their four core audience groups, whilst retaining the flexibility to demonstrate the diversity of the locations in terms of events and available activities. Having recently completed a refresh of their online brand, Girlguiding asked us to work with them on the project.
To ensure that each of the four Activity Centres and all four of the audience groups were fully addressed we developed a set of landing pages for each. The centres have a wealth of information about accommodation, prices and travel so they were afforded a fully fledged sub navigation. For the audience landing pages, which would be the ultimate destination for digital marketing activity, we set ourselves the challenge of giving users all of the information that they needed on a single scrolling page. While the centres are crucial in providing guides with meaningful outdoors experiences, they are also marketed commercially so it was important that the offer was as compelling for a child on school trip as it was to a local corporate organisation looking for an invigorating team building adventure.
At the core of the website is a set of over 40 different activities and around 100 upcoming events, each with their own specific information regarding the locations that they are available at and the age groups that they are suitable for. We developed a taxonomy that allowed activities and events to to be tagged by audience group and location which ensures that users see only the most relevant information in any context and editors are able to keep the website up to date as efficiently as possible. Activities and events pages are carefully designed to combine global and location-specific information.
In line with our recommendations from the online brand work, the website offers a bold image-led design. It features a number of brand flourishes including the signature diagonal throughout and custom iconography which was developed for each of the activities. This extensive icon set fed directly back into the wider brand toolkit.
The site was well regarded across the organisation and, in tandem with the digital guidelines we had previously developed, helped to reinvigorate the organisation’s activity online and directly informed the design and approach of subsequent digital work.