Wilderness Way
SEAMLESSLY INTEGRATED AS AN EXTENSION OF THEIR MARKETING DEPARTMENT
Realigning their brand and internal processes across multiple departments, effectively acting as an extension of their marketing team.
OVERVIEW
Wilderness Way is one of the UK’s leading providers of transformational residential care for children in crisis who have experienced trauma and exploitation.
Located in the north of England, their holistic, child-centered approach nurtures safety, wellbeing, and independence – empowering children to achieve outstanding outcomes and move forward with confidence.
As the organisation grows, Wilderness Way has expanded its partnership with EDGE, a specialist care-sector marketing agency, to ensure consistent, strategic alignment of messaging and brand across all channels.
THE OBJECTIVES
DELIVERED THROUGH…
COMPREHENSIVE BRAND TRANSFORMATION
A refreshed brand was developed that clearly communicates Wilderness Way’s values, services, and impact on the lives of children in their care. The new identity was contemporary and clean, moving away from their previous mountain-inspired icon while retaining the distinctive “W”, and expanding the palette, iconography, and typography for greater flexibility.
Visual imagery played a key role and was refocused to accurately showcase tangible outcomes and provide a realistic representation of their services. The messaging was also strengthened to reinforce trust, positioning Wilderness Way as a leading provider of transformational residential care.
STRATEGIC SOCIAL MEDIA MANAGEMENT
Social media channels were managed to consistently reflect the refreshed brand and communicate key organisational messages. Social platforms are leveraged to highlight staff achievements, share vacancies, promote open days, and position Wilderness Way as a desirable employer, amplifying reach and engagement with both internal and external audiences.
TARGETED ADVERTISING CAMPAIGNS
Delivered through strategic, data-led paid advertising campaigns to support recruitment efforts by promoting open days and job opportunities.
Split testing and performance monitoring ensured each campaign was optimised for maximum reach and engagement, helping the recruitment team attract high-quality candidates and strengthen brand visibility within key regions.
BESPOKE WEBSITE DEVELOPMENT & ONGOING SEO TO DRIVE DIGITAL VISIBILITY
A modernised website was designed and launched that better reflected Wilderness Way’s refreshed brand and strategic objectives. Wireframes and site structure were carefully designed to streamline the user journey, making it easier for local authorities and social workers to find key information about the high-quality service offering and impact.
It integrates SEO best practices, which are maintained on a monthly basis, to improve discoverability among key audiences, support recruitment, and reinforce its role as a thought leader in the residential care sector.
BRANDED EMAIL TEMPLATE & TEAM TRAINING
A bespoke HTML email template was built to provide Wilderness Way with a professional, on-brand channel for communicating with key stakeholders.
The team received tailored digital marketing masterclasses on Mailchimp, including guidance on simple HTML coding, enabling them to manage campaigns independently. This strengthened internal marketing capability, reinforced consistent messaging, and supported organisational growth.
BRANDED EVENTS COLLATERAL
Branded events collateral was designed to support Wilderness Way’s recruitment open days and stakeholder engagement activities. This included vinyl banners, branded logos, pop-up gazebos, and team merchandise, all designed to reflect the refreshed brand identity.
The collateral ensured a professional and cohesive presence at events, reinforcing brand recognition and creating a welcoming environment for prospective employees, partners, and visitors.
THE RESULT
Wilderness Way’s brand identity was strengthened both internally and externally. Staff now share a clear sense of purpose, confidently represent the organisation, and collaborate effectively across leadership, recruitment, clinical, and learning teams, supported by the tools and processes provided through an integrated marketing approach.
Edge Creative are brilliant to work with. Creative, responsive, and genuinely invested in helping us achieve our goals.
Jodie Stott | Head of Talent Acquisition
Wilderness Way
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