Zephyr Creative / Outdoor

client:

Kernow Adventure Park
Penryn, Cornwall

categories:

brand guide
tone of voice
website copy
press coverage
newsletter
brochure

Blue Scribe rode in the wake of a rebrand when it was called in to write for this active Cornish business by two local creative agencies.

Riding in the wake of a rebrand

What started out as a wake park (in 2013) was been transformed into an adventure centre for the whole family in 2016, with assault courses, open water swimming, wakeboarding and outdoor training.

Using my classic interview-based style, I created a brand and tone of voice guide as well as the website copy, after being commissioned by creative design and marketing agency, Zephyr Creative, and working with web developer, DMC. It turned out that we continued working with the park’s in-house marketing team to deliver ongoing content after launch, including a video script and cinema ad.

With clear creative direction from Chloë at Zephyr and a precise site map from Pete at DMC, this was a breath of fresh air.

Interviewing and ‘going deep’ in an idyllic setting

The backdrop for this project made it an absolute pleasure. The tagline: ‘Be adventurous together’ came naturally after a three-hour interview with owner, Alex Sly, by guiding him towards his brand pillars: ‘adventure, extreme, together’. I always go deep into the world of each business. Because of my journalism background, interviewing is fundamental — but, then, how else can you do this job?

Working with creative agencies

Zephyr was KAP’s retained marketing agency at the time of the relaunch. The agency is a specialist in the UK sport and fitness industry. DMC, which designed and built the website and the on-site booking system, is a specialist in the sport, leisure and tourism sector.

Chloë Windo, from Zephyr, said:

“This brand guide and web copy was incredibly insightful and detailed — I really couldn’t be happier with it. The team at KAP now have a solid foundation from which to continue to build the brand, and I know it will also be invaluable for the business on a daily basis.”

Peter Hunt, from web design and digital marketing company, DMC, which specialises in the outdoor sport and leisure industry, said:

“The meta data content was good; overall we were really pleased. We look forward to continuing our working partnership with KAP and Blue Scribe this year on further design projects (in between the wake boarding sessions).”

"The good thing about you is that you took the time to understand how it all works and what it means to the people who work here and you just ‘get’ me. You turned it into something personal, which actually means something, not like the generic marketing bumf you see on all the other wake parks."

Alex Sly
Owner