Since summer 2018, we’ve been developing the shared brand for the 15 National Parks in the UK.
It was recognised that the UK National Parks were lacking a national, shared voice. We were appointed to fill that gap to help public, policy and corporate audiences recognise their collective value to the nation, enable more joined-up communication and help them raise income.
Our approach and strategy needed to consider:
We undertook a UK-wide workshop, interview and survey programme, incorporating internal and external stakeholders including all UK NPA Chairs and Boards, Chief Executives and Heads of Communications. We included all 2000 UK National Park Authority staff and 2000 members of the public through our surveys.
This gave us a very strong data set that informed our recommended brand framework. We developed this iteratively with representatives from all 15 National Parks to achieve sign off.
The approved framework then gave us the platform we needed to develop the full brand architecture, guidelines and communication guidance, including the shared brand narrative, framework, hierarchy, key messages and tone of voice.
We are now starting the rollout and integration of the brand, focussing on internal engagement (including presentations and UK staff-wide collateral) and shared messaging to gain traction before wider external communications and marketing.
Initial engagement, feedback and responses have been very positive from the individual Parks, and the brand is supporting a newly created central team, giving the 15 National Parks a shared voice where previously there was none.
This gives us a new way of speaking about and representing the UK's 15 National Parks that all 15 organisations feel represents them and they are proud to use together. This brand is going to make a big impact on the work of National Parks and we cannot thank you and your team enough. We could not have done it without your considerable expertise, creative talent, and most of all your wonderful way of working with all of our people.