Matrix Group recently had the pleasure of helping the Outdoor Foundation launch a new website for one of its initiatives — Outdoor Nation (ON). Outdoor Nation believes the world would be a better place if we all spent more time outdoors. Outdoor Nation hosts regional summits, connects outdoor enthusiasts through its social network on Ning (the website is on Ning), supports local outdoor clubs, and advocates for local and national outdoor policies.
Here’s what I absolutely love about the ON website: it’s got a ton of attitude.
The design of the site is bold, almost brash. But the attitude really shines through in the copy. The about page starts off with:
Before the recent youth-led revolutions that are now happening around the world—there was Outdoor Nation. Okay, we probably didn’t influence those uprisings but we do share a belief in the power and passion of young people and our ability to start a revolution.
ON says they “host awesome summits” and “when the ancient Greeks invented social networking, this is what they had in mind!”
In the branding area on the home page, there’s a big pitch to GTFO (get the f*** outside) because “there’s no excuse not to get the fun outside.”
How fun to see a website just brimming with enthusiasm and passion! It’s obvious that ON is targeting a specific demographic and not every organization can get away with this type of attitude and language. But I bet more of us could and should inject our marketing campaigns with fresh design and copy that signals a certain lifestyle and brand.
How about you? What attitude does your website project? Can you name other websites that have a lot of attitude?