As the Creative Lead at Go Ape, a national high ropes adventure company, I was responsible for overseeing the brand’s visual identity and creating a diverse range of content across both digital and print platforms. My role was extensive and required a blend of creative, technical, and strategic skills, as I worked across everything from social media content and advertising campaigns to national signage and animated videos. With 37 locations across the UK, I ensured that Go Ape's brand message was consistent and engaging at every customer touchpoint.
Brand & Creative Direction
I played a key role in maintaining and evolving the Go Ape brand, ensuring consistency across all content, campaigns, and materials. This included overseeing the development of visual assets, ensuring that the playful, adventurous spirit of the brand was communicated effectively to both existing and potential customers. I worked closely with internal teams to maintain a unified brand look and feel across all touchpoints, from website to social media to physical signage.
Content Creation & Digital Media
I produced a wide range of digital content, from social media posts to website imagery and email marketing. This involved conceptualising, shooting, and editing photos and videos to showcase the excitement and adrenaline of the Go Ape experience. I also created graphic assets, banners, and promotional content, tailoring each piece to suit the platform, whether for Facebook, Instagram, or the company website.
I had the exciting opportunity to partner with Paramount Pictures for the release of the Sonic the Hedgehog movie. My role involved designing and implementing a cohesive campaign that combined Sonic imagery with Go Ape branding across digital, print, and social platforms while ensuring all assets met the approval of both Paramount and their agency.
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Print & Signage Design
I was responsible for creating print advertisements and national signage for Go Ape's 37 locations across the UK. This included large-format outdoor signage, promotional flyers, and posters designed to grab attention and communicate key messages clearly. The signage had to be adaptable and work across various locations while remaining consistent with the brand’s identity.
Film Direction & External Agency Management
I worked closely with external agencies to plan, brief, and direct video projects, ensuring that the final product aligned with Go Ape’s adventurous brand. This included producing social media and website content, as well as longer-form videos that showcased the experience of a Go Ape visit. My role involved scripting, storyboarding, and overseeing production, ensuring the visuals were exciting, engaging, and on-brand.
In my time working at Go Ape, I’ve had the opportunity to collaborate closely with external agencies to address content gaps in marketing materials and deliver compelling visual narratives that elevate a brand’s story. By working hand-in-hand with agencies, I’ve been able to ensure that all content aligns with the brand’s voice, fills key communication needs, and delivers an engaging, cohesive experience for the audience.
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Animation & Motion Graphics
I created animated brief videos for internal and external communication, using After Effects to design and animate everything from promotional snippets to instructional videos. This process involved creating all necessary assets, animating them myself, and ensuring the final product was polished and aligned with the overall brand guidelines.
During my time with Go Ape, I had the opportunity to refine and expand my animation skills, including completing a character animation course through School of Motion. I applied these skills to a variety of creative projects, producing instructional films, animated logos, and end cards, as well as incorporating dynamic, attention-grabbing elements into paid social media campaigns. These animations played a key role in enhancing engagement and delivering clear, visually appealing messages. I relied on Adobe After Effects throughout these projects, leveraging its powerful tools to ensure high-quality, polished results that aligned with the brand’s voice and goals.
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Illustration & Internal Communication Design
I also worked on illustration and design for internal communications, creating visual materials for staff and team engagement. This included designing posters, handouts, and other materials that helped communicate key messages to employees across the 37 locations, ensuring they were aligned with the brand’s tone and ethos.
Always striving to create more engaging internal communications, I utilised an online tool called Prezi to deliver presentations to the wider business. I was able to create entire scenes like the image to the left and then navigate those environments, using different elements as slides. This not only kept the viewer engaged but was also an opportunity to develop our bank of assets in this style.
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