James Thurlow has organised over 100 Adventure Sports events in the UK over the past 7 years with Open Adventure. The idea of showing off the country at its finest is what motivated him to create ITERA.
ITER - Latin for "journey".. and the "A" stands for little more than the ADVENTURE (where on that journey the outcomes are uncertain). Mountain Creative was commissioned to work on the naming strategy for this event and subsequently applied this to marketing and visual collateral.
This promises to be an epic adventure in August 2014.