Specialist creative agency Outside of Ordinary has delivered a new brand strategy and visual identity for endurance events company Ourea Events, as it looks to future growth.

The work sees every aspect of Ourea Events transformed, from the way the Cumbrian business looks and sounds to the way it behaves, cementing Ourea Events’ position as the authority in the extreme events field.

Founded in 2011, the Cumbrian business boasts an extraordinary portfolio of events including Cape Wrath Ultra®, an eight-day running adventure covering 400k of the Scottish highlands, Scarpa Great Lakeland 3Day™, and Dragon’s Back Race® a legendary 380km, six-day ultra running journey through Wales.

All will sit under a re-imagined Ourea Events website, with the strapline ‘Lifechanging challenges, exceptional support’ capturing the very essence of the business, which is recognised for its unrivalled expertise in producing the best, safest and most supportive events in the industry.  It is anticipated to launch this spring.

The personalities of each of the individual events have also been redefined, with newly developed communication guidelines and visual language providing strategic alignment across all.

Work on the transformational strategy commenced in January 2023 with Outside of Ordinary working with Ourea Events to redefine and market the organisation’s iconic Dragon’s Back Race®.

This first phase of work has driven demonstrable results, with Ourea Events recording a 30% increase in event registration year-on-year (2022/2023), defying sector challenges, which have seen an industry-wide decline in event participation to follow the pandemic.

Speaking on the partnership, Shane Ohly, Chief Executive of Ourea Events, said:  “The pandemic had a catastrophic impact on the events industry.  This, coupled with the uncertain economic climate, has made for a challenging recovery.

“We’ve approached it head on, significantly increasing our central marketing budget and enlisting the support of Outside of Ordinary to help us strengthen our brand proposition, emphasising Ourea Events’ commitment to providing quality and exceptional life-changing event experiences.

“The first results are impressive with a 30% increase in registration in our iconic Dragon’s Back Race® year-on-year, defying sector challenges.  We’re looking forward to further rolling out our new brand identity over the coming months and continuing our work with Outside of Ordinary. Despite the difficulties, I remain optimistic about the trail running market’s future.”

Co-Founder of Outside of Ordinary, Chris Conlan, added: “Ourea Events deliver a series of world class mountain running challenges, including the iconic Dragon’s Back Race®. We relished the opportunity of further building the business’s reputation as the authority in its field.  Every event Ourea stages is planned meticulously under Shane’s watchful eye, so part of our role was to bring this expertise to the fore and position Ourea Events as the Rolls Royce of expedition running event providers.

“The Dragon’s Back Race® is utterly iconic, yet at the same time rather intimidating (understandably so – competitors run 380km and ascend roughly twice the height of Mount Everest over six days).  So, another communication objective for us was to awaken the adventurer within, in an audience who may have ruled themselves out as not being good enough to enter.

“Yes, it’s difficult, but it is unbelievable what can be achieved through training and determination. The history of the Dragon’s Back is full of ordinary people doing amazing things, so we’re looking forward to many more, sharing this life changing experience next year and beyond.”

A captivating commemorative book of 2023’s event ‘In the Footsteps of Legends’, produced by the Manchester headquartered agency and featuring the new brand identity, is a testament to the iconic event and the personal stories of its legendary participants.  It is the first of a suite of newly branded products to come.

Founded by Ian Hogg and Chris Conlan, Outside of Ordinary builds authentic active and outdoor brands that connect better to people and planet.  Clients include Mountain Equipment, Adidas Terrex, Tog24, Ronhill, and the British Mountaineering Council.

For further information on Ourea Events and its portfolio of life-changing ultra-running challenges visit www.oureaevents.com .