Brand Tone

Inspirational & Aspirational, Educational & Authoritative, Adventurous & Experiential, Respectful & Responsible, Community-Oriented & Inclusive, Resilient & Confident

Brand Values

• •Wilderness
• •Education
• •Leadership
• •Safety/Risk Management
• •Community
• •Excellence/Expertise
• •Environmental Stewardship & Sustainability
• •Diversity, Equity, and Inclusion
• •Resilience & Self-Reliance

Best Practices

• •Emphasize Transformation and Growth: Always link the skills and experiences offered by NOLS to personal development, resilience, and leadership potential. Use words like "discover," "unlock," "transform," and "empower."
• •Highlight Experiential Learning in Nature: Convey that NOLS’s classroom is the wilderness itself. Use vivid imagery and sensory details to evoke the adventure and challenge of the outdoors, while stressing the hands-on learning approach.
• •Incorporate Core Values Authentically: Weave in NOLS’s values of leadership, community, safety, and environmental stewardship naturally within the narrative, rather than just listing them. Show these values in action through stories or examples.
• •Maintain an Inspirational yet Grounded Voice: While aspirational, the tone should also be credible and authoritative, reflecting NOLS's expertise and commitment to safety and excellence. Avoid hyperbole; let the transformative nature of the experience speak for itself.
• •Foster a Sense of Inclusive Community: Use language that is welcoming and encourages participation from diverse individuals. Emphasize teamwork, shared challenges, and the supportive bonds formed on NOLS courses.

Social Perception

Highly Respected & Prestigious, Transformative & Life-Changing, Challenging but Rewarding, Expert & Professional, Committed to its Mission, Increasingly Inclusive, A Worthwhile Investment

Copy Examples

• •Headline: Beyond the Trailhead: Discover Your Leader Within. Body: At NOLS, the wilderness is your classroom. Learn not just to navigate mountains, but to lead with confidence, resilience, and a profound respect for the world around you. Your expedition starts here.
• •Headline: More Than Skills. It's a Mindset. Body: NOLS isn't just about mastering a new outdoor skill. It's about forging an unshakeable belief in your ability to overcome challenges, to work as a team, and to make a difference. Are you ready to transform?
• •Headline: The Wild Awaits. So Does Your Potential. Body: Step away from the everyday and into an immersive experience that will redefine what you're capable of. From snow-capped peaks to remote rivers, NOLS empowers you to explore, learn, and lead.
• •Headline: Lead Your Life. Start in the Wilderness. Body: The leadership principles learned at NOLS—communication, judgment, expedition behavior—aren't just for the backcountry. They're for life. Build your foundation for success in the world's most inspiring classroom.
• •Headline: Wilderness. Wisdom. Wonder. Body: NOLS connects you to the raw beauty of the natural world while equipping you with essential wilderness skills and leadership acumen. Experience the adventure that shapes not just your journey, but who you become.