Background

“When you hear, you remember; when you experience, you learn”. This is the principle behind Inme Schools, which offers a unique program built as a graded curriculum for classes 4-12. Using designed activities in outdoor settings it stages powerful learning experiences. With reflection, participants can discover authentic self-understanding, teamwork skills and leadership. Inme Schools also tailors these programs for school teachers and school leaders, offering the same benefits.

Problem

The program gets bracketed with summer adventure programs. Because both have activities such as river-rafting or rock climbing, school leaders reduce them to their physical activity content, treating learning as incidental or non-existent. Worse, some products also make vague claims of education, which are hard to deny or confirm.

Brand Idea

When we put the student and teacher programs together, we saw a different, elevated offer: the potential of a unique culture of leadership and student engagement, and a transformed school, for teachers and students, and especially leaders, who would value such a school.

‘The Self Learning School’ envisages students and teachers with a greater insight into their own drives, those of others, and the impact of individual actions on groups. The phrase implies both learning about the self as well as a culture of self-starters, where every individual takes charge of the team goal, rather than a culture of command and obedience.

Expression

The brochure content and style portrays an accessible course prospectus rather than a commercial brochure. It eschews tempting colour photographs for explanatory diagrams. Examples from research and discussions or definition of technical terms create a valuable reference for educators, destroying any link with an adventure product. The curriculum’s name, Outclass, conveys both method and result.