Specialist creative agency Outside of Ordinary has welcomed Luke Douglas to the business as senior creative and art director.
It is a significant appointment for the Manchester-based agency, with Douglas bringing over 14 years’ creative and outdoor expertise to the team.
From early in house roles with Decathlon and British Cycling, to cycle touring across continents, a strong folio of print and digital projects, and more recently exploring brand activation and experience marketing, his background fits a busy and growing agency well.
In the last five years Douglas co-founded Outdoor Provisions, an exciting energy food brand known for its community, collaborations and immersion into outdoor culture. His time spent developing the Second City Divide bikepacking route led to it being taken on by Rapha, becoming the now well-established Pennine Rally. He is also behind the more recent Peak Divide, a social and supported trail run which sees participants traverse 76km across the UK’s first national park over the course of two days.
His decision to join Outside of Ordinary follows a series of collaborations with the leading agency, during which the team and Douglas’s personal and professional synergies became even further apparent.
He joins with immediate effect, working alongside Outside of Ordinary creative director Ian Hogg to build authentic active and outdoor brands that connect better to people and planet.
Hogg said: “We’re delighted to bring together two amazing brands and communities with a joint love for the outdoors.
“Luke’s a hugely talented creative and art director. He brings with him not only an undeniably authentic understanding of outdoor life and culture, but invaluable hands-on experience gained from building Outdoor Provisions and Peak Divide. Having previously worked with us on projects for Adidas Terrex, TOG24, Ronhill, Alpkit, and Mountain Equipment it’s great he’s now joining us on a permanent basis.”
Douglas added: “Having collaborated with Outside of Ordinary many times before, I’m proud to join the team. I’m excited to enhance the agency’s creative output and outdoor culture credentials across the existing client portfolio, as well as bring new brands and ideas into the mix. Let’s go.”
Hogg added: “Luke’s activities away from work have a direct and positive impact for our clients and so we’re happy he’s also setting aside time to develop new events like the Lakes Divide, and to continue to work on his own personal projects alongside that of Outside of Ordinary.”
Founded by 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, and the British Mountaineering Council.
