Championing weather warriors with YHA
YHA cover

We’ve been incredibly impressed with Fluid’s professionalism, creative ideas, and their ability to understand the YHA brand.

The YHAppy brand takeover was exactly what we were hoping for... The project has created excellent engagement, with an uplift in bookings far beyond our expectations.

- Lottie Durrant, YHA

A seasonal challenge

Where you go changes who you become. That’s the mantra of the Youth Hostel Association (YHA), a charity that transforms young lives through travel and adventure. Its 150 hostels and 45 campsites provide amazing places to stay and unique opportunities to explore. Making Britain’s most beautiful places available to everyone.

But selling holidays in winter is hard. Especially if you’re in Britain. That’s why the YHA chose to work with Fluid. So forget sun beds and sangria. Think ‘soggy socks happy’.


UX & digital designWebsite developmentTone of voiceCreative campaignsGraphic designVideo & photographyAnimation
YHA photography
YHAppy brand
YHA team

A unique identity

Having immersed ourselves in YHA’s brand, we shaped a unique identity system that would distinguish the campaign whilst remaining sensitive to the charity’s vision, values and heritage.


She laughs in the face of puddles.
Leaps in the howling winds.
She is Lola the weather warrior.
And she's soggy socks happy.

An integrated campaign

There’s something special about having the beach to yourself. Or leaving the first footprints in fresh snow. The smell after a thunderstorm. Somehow days of imperfect weather can live longer in the memory. Becoming stories that bind us together through a sense of triumph. That’s the spirit of the YHAppy campaign.

YHA website
YHA bottle

Through the adventures of imagined characters, our brand campaign celebrated the experiences that are unique to the winter months.

Messaging talks of triumphant weather warriors who find their YHAppy in the great outdoors. Stories of soggy socks, scrunchy snow and salty skin elevate the brand alongside visceral experiences, selling adventure and memories – not accommodation.

A national award

Soon after launch, YHAppy was recognised as one of the year's best brand campaigns by The Drum Creative Awards.

The Drum Creative Awards
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