The Task

The chosen name, Peak Park, reflects a place where everyone is encouraged to discover their potential. It expresses ambition while remaining warm and accessible, mirroring the organisation’s belief in inclusion and community strength. To ensure clarity around what the centre provides and where it is based, the descriptor Adventure Centre Ayrshire accompanies the name when needed.

The tone of voice was developed to express excitement, friendliness and simplicity. Peak Park communicates in clear, motivating language that encourages people to take part, feel supported and have fun. The messaging is concise and uplifting, avoiding anything overly technical or exclusive.

A flexible tagline system was created beginning with the words "We Are." This structure helps introduce the many activities and experiences Peak Park offers while reinforcing the brand’s focus on people and participation. Taglines appear in groups of three and always end with We Are Peak Park. For example, We Are Snow Sports. We Are A Community. We Are Peak Park. This approach ensures consistency while allowing variation across campaigns and touchpoints.

The visual identity was shaped around the idea of motion, connection and shared experience. Muted two toned colour palettes were introduced, with green as the primary colour for general communication. Each activity within Peak Park has its own two tone palette, allowing individuality without losing cohesion.

Typography combines the expressive and playful Kaio for headings and naming with the clean readability of Outfit for body text and smaller subtitles. This pairing creates a balance of personality and clarity, supporting communication that feels both fun and accessible.

The logo mark uses a playful typeface that captures the spirit of activity, confidence and inclusiveness. It has been designed to sit comfortably across all applications, from signage to digital use, while remaining instantly recognisable.

A key brand element is the line motif. This serves as a visual thread that ties together photographs, text and illustration. It represents connection, progress and movement, echoing Peak Park’s mission to bring people together through active experiences. The line can frame photography, run through compositions and form simple line illustrations, helping to create a consistent and lively visual identity.

The line can also function as a container for images, forming distinctive shapes with sections of photos spilling out to create a sense of interaction. This adds dynamism to layouts while strengthening brand recognition.

The rebrand extended across all physical and digital touchpoints. New signage was developed for the park, along with updated uniforms and a full suite of social media templates. These applications ensured that the refreshed identity carried across every part of the visitor experience, presenting Peak Park as a confident, welcoming and modern adventure centre.

The transformation from Newmilns Ski Slope to Peak Park marks a new chapter for an organisation deeply rooted in community spirit. Through a refined name, uplifting tone of voice, flexible tagline system and distinctive visual identity, Peak Park now has a brand that reflects its resilience, growth and ambition.

The new identity celebrates inclusion, activity and connection, supporting the organisation’s mission to help people thrive through sport and adventure. It positions Peak Park for the future, ready to grow its offering, reach new audiences and continue empowering the community it proudly serves.