Van Asch Foundation.
The Leap Within.

Henry van Asch is a pioneer of adventure tourism in New Zealand. As co-founder of bungy jumping, he has inspired hundreds of thousands of people to take the leap, both literally and metaphorically. To sit alongside his adventure tourism work, Henry developed a programme designed to help young people and adults face their fears, build confidence, and discover what they are capable of.

The programme takes participants through a series of exercises and lessons designed by the late, great Nigel Latta. It culminates in a bungy jump, although jumping is entirely optional. For some, simply standing on the ledge is the breakthrough.

The team needed names for both the foundation and the course, along with a complete design solution that could help take the programme into schools, businesses, and communities across New Zealand.

The foundation identity was built around something deeply personal and ownable: Henry’s actual signature. For the course, we created The Leap Within — a powerful play on words that works on both a physical and emotional level. It captures the idea that the biggest leap is not always the one off the bridge, but the one people take inside themselves.

We then developed a full suite of brand guidelines and assets to give the programme the clarity, credibility, and flexibility it needed to grow.

The programmes are now being rolled out across the country at pace, making a real and meaningful difference to New Zealand’s mental health landscape.