Treetops Adventure
Onwards & Upwards
Treetops Adventure
Onwards & Upwards
Challenge
Treetops Adventure is Australia’s premier outdoor adventure group – owning and operating more than a dozen locations across five states.
Previously known as Trees Adventure, the group acquired their main competitor – TreeTops, and approached Self-titled to unite the two businesses under a new brand which reflected their market-leading position and provided a system to scale to new parks or activities.
The arrow tree
The new logo is a literal interpretation of the name – merging an upward arrow and a tree to create an iconic new mark.
The icon dynamically resizes to represent different visitor abilities and is endlessly reinterpreted through illustration.
A challenge for all
A key point of difference for Treetops Adventure is the numerous courses designed to challenge participants at all ages and levels.
We refined the existing difficulty colour system (based on ski runs) and used arrows which progressively grow as the activities get harder.
Tip top digital
The digital approach amps up excitement through a combination of film, animation and illustration. The website is the key sales tool, so we focused on helping users find the nearest park, see what activities are on offer and book their visit.
Visual and verbal brand language provides the building blocks for messaging across the digital ecosystem, allowing the in-house team to roll out static and animated assets across all of their channels.
Going above & beyond
The new brand comes to life as a comprehensive but cost effective signage scheme, designed with enough flexibility to work across the varied installation opportunities at the 13 different parks.
The different coloured difficulty signs stand out in the forest environment and act as landmarks when navigating the parks.
Team uniforms employ outdoor clothing in the signature navy and orange, making staff easy to find out on the courses.
Results
Self-titled successfully delivered a brand system which is simple, impactful, and easy for internal teams to roll out across new parks and activities. Treetops Adventure have since been acquired by publicly traded adventure tourism company Experience Co.
Our work on this project has been reviewed on BrandNew and recognised by several awards including AGDA, Australian Design Awards and the highly coveted Australian Good Design Award.
“Our experiences are about customers of all ages and abilities feeling that rush of adventure. Self-titled understood that and delivered exactly what we needed.”
