The way we work with...

The North York Moors National Park

The North York Moors National Park covers a wide range of landscapes and habitats over 500 square miles, including one of the largest continuous expanses of heather moorland in the UK.

We were appointed in 2018 to review the National Park brand and develop a long term communications strategy, covering both the place and the Authority looking after the place.

We set up a programme of stakeholder workshops, interviews and surveys to identify and test core beliefs and characteristics that would support a unifying proposition and purpose.

The final proposition “Moor to Shout About, Moor to Explore” provided a focus for the communications strategy; sharing an already felt but understated internal pride, and giving external audiences a deeper understanding about the diversity of the National Park.

We developed documentation (guidelines, schedules and stakeholder matrices) to encapsulate the brand and frame the strategy. These clearly defined key messages, priority audiences, media channels and timings to build awareness, engagement and advocacy over the first years of the rollout. We worked with designer Isobel Colebrook to develop the bold visual style for the brand, particularly around the “Moor…” messaging.

Post-launch, our studio is supporting the internal team at the Park on roll-out of brand, interpretation and marketing collateral, testing, developing and updating as the brand enters the real world…


The Way Design team are really easy to work with, bringing such passion and energy to the process. By taking the time to understand our organisation and what we were trying to achieve, the end result is a modern look and feel that is far more flexible than anything before.

Catriona McLees |Head of Marketing & Communications |North York Moors National Park

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