For the first time in over 30 years, Plas y Brenin, the National Mountain Sports Centre, has rebranded and is launching a new website.
The rebrand is part of a series of initiatives that will enable Mountain Training Trust, the charity that manages Plas y Brenin on behalf of Sport England, to continue to provide world-class training. This includes developing inspiring coaches, instructors and leaders in adventure sport, be they volunteers or working professionally in the sector as well as those who simply want to learn new skills in climbing, hill-walking mountaineering, paddle sports and mountain biking.
Jackie Bryson, CEO of Mountain Training Trust said "This is an exciting time in the history of Plas y Brenin. We have an ambitious five-year plan that aims to protect the future of Plas y Brenin for generations to come. We will be doing more of what we do best and further developing the outdoor sector. Most importantly, it will help us meet our primary goal to get more people active in the outdoors".
The rebrand project has been 12 months in the making, with extensive research and development, examining the market and consultation with customers, stakeholders, industry professionals and non-sector experts.
Working with brand agency Vivid Creative, the Plas y Brenin brand has been developed to be activity neutral and move away from a mountaineering-centric design.
Ben Martin, Head of Marketing and Commercial said "It's really important that we protect the heritage of Plas y Brenin while also modernising to stay relevant to the outdoor industry. We want to further the incredible legacy that has been built since 1955 and articulate the great work our team do to support and set the standards in outdoor adventure".
Charles Johnston, Property Director at Sport England said "Sport England is delighted to support Mountain Training Trust with the rebranding of Plas y Brenin. The project builds on the heritage of Plas y Brenin but also looks to the future to attract new audiences. The rebranding is part of a series of initiatives that will enable the centre to continue to provide world class training for climbing, mountaineering, paddle sports and mountain biking, together with opportunities for leadership and training to get more people active in the outdoors. "
The new website goes live on Tuesday 5 June and will reveal the new branding which is an abstract icon based on the local area.