The British Mountaineering Council – BMC, the national representative body for England and Wales that exists to protect the freedoms and promote the interests of climbers, hill walkers and mountaineers, including ski-mountaineers, has overhauled the brand as it looks to better serve future generations.
The decision to review its purpose, mission, vision, and values follows a study conducted by the BMC in September 2022, in which over 5000 people were polled on their relationship with the outdoors.
Results revealed that only 23% of respondents, all of whom had participated in at least one BMC activity in the last 12 months, had heard of the organisation and were able to identify with its work. A rise in the number of individuals participating in multiple BMC disciplines, an average of 4.8 activities per respondent, further highlighted the need for a shift in the BMC’s position.
Anchored around the positioning statement – ‘Adventure. Community. Action. For Every Hill Walker, Climber, And Mountaineer,’ the BMC’s new strategic position seeks to more accurately reflect the diverse group of outdoor and active people it now represents, breaking down historical boundaries between some communities and encouraging unity in the outdoors. It gives the BMC a stronger voice as it commits to linking the work of its staff, volunteers, clubs, and partners to further increase engagement.
Engineered by specialist creative agency Outside of Ordinary, an independent agency dedicated to building authentic active and outdoor brands that better connect to people and planet, the strategic brand reset builds the foundations of the BMC for future growth, with a focus on brand articulation, architecture, and consistency.
A brand toolkit ensures consistent execution across all applications including events, digital channels, and printed collateral, right down to guidance for associated clubs producing their own materials, delivering better internal alignment behind the BMC’s core offering.
Speaking on resetting the BMC’s strategic position, Co-Founder of Outside of Ordinary, Chris Conlan, said: “The BMC is a phenomenal organisation. Whilst it’s well known and respected by those who have been active in the mountains and climbing for a long time, it is much less recognised by those new to this world, particularly with the influx of people enjoying the outdoors after the pandemic.
“The diversity of actions and initiatives the BMC pursues is one of the organisation’s many strengths. It has, however, also been one of its biggest communication challenges to date, with it difficult to clearly state a ‘single minded’ proposition that covers everything, doesn’t exclude anyone, and can be repeated at scale.
“Our new narrative delivers this, providing a ‘catch all’ statement of intent that is inclusive of both the existing and new generation of outdoor enthusiasts, and all the BMC’s initiatives and activities. In re-setting the visual aspects of the brand, we have not replaced the iconic red and white BMC logo, but have created a new system of layouts, type, graphics, and imagery around it that tie everything together more consistently and provide an aesthetic that will improve awareness and recognition of the BMC and its activities.
“It has enabled the BMC to become sharper in the articulation of its purpose and relevance, and more consistent in how it talks, looks, and feels. When brands appear so fleetingly in people’s busy lives, they need to make it count. This brand reset reinvigorates the organisation, increasing relevance and traction.”
Gavin Finch, Chief Commercial Officer, at BMC added: “The BMC has always had a clear purpose: to make the climbing and outdoor experience of the people we represent as good as it can be. And while these activities have changed and participation has grown immeasurably over the years, this purpose holds as true as ever.
“As we grow towards 100,000 members it’s important that we strengthen our voice and shout about the work that we so passionately deliver, from campaigning for freedom of access and the right to roam, to funding conservation projects and providing world-class training to ensure that every individual’s experience in the outdoors is as good as it can be.
“Outside of Ordinary has played an instrumental role in assisting us to do so, providing the BMC with a strong and consistent voice and a confident, clear, and cohesive identity as we look to future growth. We could not have chosen a better agency partner and are looking forward to continuing our work together.”
The brand reset will be rolled out across all BMC touch points over the coming weeks with a new website to launch this summer.
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