A new event, Creative Assembly, dedicated to creativity, outdoor culture and the future is to launch at The Venue, Kendal.
The brainchild of Outside of Ordinary, a specialist creative agency committed to building authentic active and outdoor brands that connect better to people and planet, Creative Assembly aims to better connect, inform, and empower those working in the sector with a series of curated talks and discussions. It is created for designers, marketeers, brand managers and strategists of the outdoor industry.
It will be staged at The Venue, Kendal, from 5pm to 7.30pm on Thursday 21st November, with the opportunity to continue the night over pizza and drinks. It comes ahead of Kendal Mountain Festival weekend, which returns to the Cumbrian town this November 22nd to November 24th.
Headlining the event is Bronwen Foster-Butler, Chief Marketing Officer at Finisterre, who will share how sustainability, inclusivity and creativity can help you build a beloved brand.
She will be joined by Jeffrey Bowman, freelance Creative Director and author of The Outsiders and The New Outsiders, who will lead a discussion on all things outdoor culture and ask the question ‘is the algorithm flattening creativity and culture?’
Further contributing to the conversation will be industry-leading Strategist, Chris Marsh, who will address the question ‘are we having the wrong conversations about AI?’; E-mail Engagement Specialist, Alice Brown, who will reveal how to untap the potential of your email list; and Outside of Ordinary Co-Founder and Creative Director, Ian Hogg, who will speak on the subject ‘how to buy creative (and how to sell it).
The event will wrap with a short panel discussion hosted by Chris Conlan, Co-Founder of Outside of Ordinary. The evening aims to be 56% energising, 41% reassuring and 3% grumbling.
Speaking on the decision to launch Creative Assembly, a beta event the agency hopes will become an annual date in the outdoor industry’s calendar, Co-Founder of Outside of Ordinary, Chris Conlan, said: “creativity, branding and marketing is taking a much bigger role within the world of outdoor now, as the outdoor sector itself is taking off. That’s not always reflected in the industry events that we attend, however.
“Creative Assembly is an opportunity to bring everyone together that works in the field, not only to share knowledge but to improve knowledge for everyone, and to help to grow the sector. It’s a growing industry, one that’s getting ever more sophisticated, and we’d like to help that continue.”
Headline speaker, Bronwen Foster-Butler, Chief Marketing Officer at Finisterre, added: “One of the key things about building a better business today is making sure that your purpose goes beyond you and your product, it’s got to resonate with your customer, and it’s got to resonate in a way that keeps you humble but acts as your North Star.
“Part of that journey is collaboration. Listening and sharing. I’m looking forward to joining Chris, Ian, and everyone at Creative Assembly to share my thoughts on how sustainability, inclusivity and creativity can help you build a beloved brand and to hear the ideas of others.”
Tickets for Creative Assembly are on sale now. For further information or to secure your place register at outsideofordinary.co.uk/creative-assembly.
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, Ourea Events, and the BMC.
