Next Gen Awesome
Every business owner is protective of their “baby” – they nurture it, invest in it, make bold decisions to advance it. Business and owner grow together; it’s personal. In the case of Parachute Ottawa, it’s even deeper than that.
Jake Mason, who owns the DZ with his wife, Shannon, has been a fixture at the Arnprior Airfield since he was a literal baby. His Dad, Barry, started Mile High Parachuting out of the same airport the year Jake was born, and in 2018 Jake and Shannon took the reins.
They changed a lot about the dropzone, name included, and made it their own. The Masons extended their offerings, making sure to stay laser-focused on safety and education every step of the way. In short order, they earned the title of Best Skydiving Centre by Best in Ottawa, and they’re just getting started.
Jake and Shannon’s first priority was to rebrand the dropzone. Serving both civilian and military clients, they wanted a professional and polished logo that conveyed rigorous standards as well as the energy and sense of adventure associated with skydiving. The result is a crisp and minimal design, presented as a suite to maximize flexibility.
New Branding Suite
Visual Identity Guide
We delivered a comprehensive visual identity guide, detailing brand standards and instructions on how to incorporate the custom-made assets that round out the dropzone’s new identity. This includes color, size, and typeface standards, as well as spacing and presentation best practices, for the logo; stylized treatment of photography; and guidelines for how to use the graphic elements.
Like the new brand, the copy was to convey professionalism and energy, and to celebrate the sport and the area. It needed to feel relevant to the broader skydiving community without losing pride of place and legacy. The end result is accessible to all civilian audiences – tandem skydivers, students, and experienced skydivers – and valuable to the military. There’s a consistent thread across the site about the dropzone’s focus on education and safety, and we even snuck in some fun Canadianisms here and there too.
The New Site
After months of research, development and design, we launched the new Parachute Ottawa site in November 2022. As was the goal, the site is clean, crisp and:
- Driven by data analysis, yet keeps the DZ personality and philosophy front and center
- Designed with user experience and flow as a priority, making it easy to navigate
- Optimized for Google Search Results across dozens of frequently searched keywords
- Integrated with Burble software to augment UX and backend efficiency
Most importantly, Jake and Shannon are thrilled with the end result, and they’re glad they chose DropZone Marketing to take care of their baby!