Willowbank Generation

A stylized, abstract pink shape on a black background.
Illustration of a star-shaped cookie on a black background. 
Willowbank Generation is an outdoor learning initiative that nurtures young minds through hands-on, nature-led experiences inspired by scouting, camping and life skills.

The brand needed to balance education with adventure, while feeling warm, safe and inclusive. I created a bold, playful visual identity using rich outdoor-inspired colours, characterful typography and illustrated icons that nod to badges (think scouts!), exploration and the great outdoors. The branding gives Willowbank Generation a joyful, recognisable presence that supports its mission to empower children through meaningful outdoor learning.

Brand Energy: Optimistic • Nurturing • Inspirational • Encouraging • Fun • Friendly

Project: Outdoor Learning Brand

Package: Brand Me Brilliant

A star-shaped cookie or biscuit.
Pink cross-shaped object with rounded edges on a black background.
A teal star-shaped icon with a black circle background
Willowbank Generation brand logo with trees, a tree ring, and outdoor theme. Brand identity for an outdoor education provider
Pattern with icons of fish, magnifying glasses, logs, flames, trees, and peace signs around a central orange circle with black and white text that reads "Nurturing Young Minds" and "NG". Brand identity for an outdoor education provider
A brochure titled 'Willowbank Generation' with a picture of a young child with blond hair looking through binoculars outdoors, and icons of nature and outdoor activities at the bottom. The background is mustard yellow with white and dark green text and graphics.
Two social media posts over a forest background celebrating outdoor activities. One post features a message about a fishing experience with boys, and the other shows a person holding a stick with a logo in the foreground reading "OUTDOORS ALL DAY" with a hand making a peace sign.
Billboard for Willowbank Generation with a young girl using binoculars in a forest, under the slogan 'Dedicated to empowering every learner to reach their full potential.' The billboard displays icons such as logs, magnifying glasses, campfires, and peace signs, and includes a URL at the bottom.
A hand with nails painted in a neutral color, with the index finger pointing upward. The index finger has a circular sticker with a peace sign and the words 'OUTDOORS ALL DAY' surrounding it. Above the hand, the word 'WIG' is styled with the 'I' represented by a tree icon, and the phrase 'NUTURING SUNG MIND' written around the letters.
A man with dark hair and sunglasses sitting outdoors on the grass, wearing a black t-shirt with 'Willowbank Generation' branding on the back in yellow and white letters, during daytime.
Cover of the Willowbank Generation booklet, featuring illustrations of a magnifying glass, a peace hand sign, a fish, and a leaf, with the slogan "Nurturing Young Minds." Brand identity for an outdoor education provider
A green water bottle with a black cap and yellow carabiner attached. The bottle has the words "GIVE GENEROUSLY" and "WILDLIFE CONSERVATION" written on it. The background is teal with white and orange stickers of a tree, the word "GIVE", and a campfire.
A branded green hoodie with a front pocket and drawstrings lying on a bed of dry brown autumn leaves. A mock up of apparell for this outdoor education providers new branding
Collection of stickers on a teal background promoting outdoor activities and nurturing young minds, including a log, a peace sign, a campfire, a magnifying glass, a fish, and various circular logos with words like 'OUTDOORS ALL DAY,' 'NURTURING YOUNG MINDS,' and 'DAY OUTDOORS.'
A smartphone displaying a social media feed for Willowbark Generation, with images of young children outdoors in nature, various logos, and icons related to outdoor activities and early childhood education. Branded Social Media Canva templates.
A forest scene with a dirt path surrounded by tall trees and green foliage, with text overlay reading 'Willowbank Generation' and a circular logo saying 'Nurturing Young Minds'. Brand identity for an outdoor education provider
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“Really really love our new branding! We love the themes and styling and the overall look, it’s amazing and really sums up our business model.”

Elizabeth, Willowbank Generation

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