The Problem

Outdoor Academy runs summer camps in Sintra where kids spend their days with organic vegetables, farm animals, and open land, learning by doing rather than being told. The brand had two audiences to win over at once, and they wanted opposite things. Parents needed to trust the program enough to hand their kid over, kids needed it to look like the most fun they'd have all summer.

The Idea

The logo carries the whole concept in one image: an open book with a plant growing out of it. The two collapsed into a single shape, because that's the actual claim being made by Outdoor Academy: nature is the teacher, sharing its knowledge with who want to listen.

The Voice

Instead of splitting the language in two, one channeling the parent's concerns and the other the kid's excitement, the brand picked the most important voice and committed to it fully, talking directly to the kids. Even messaging clearly aimed at parents, reads with the energy of a child describing their favourite week of the year.

The System

Playful colors and loose, hand-drawn graphics carry that same voice through every touchpoint, signage, communications, the whole system built around energy rather than restraint.