In 2018, the fifteen English, Welsh and Scottish National Parks identified that “There is a need for a stronger, clearer and more consistent way to communicate the UK family of National Parks to encourage greater understanding and engagement with these most precious and protected landscapes”.
We were asked to develop a shared brand framework and narrative that would unite the UK National Parks behind a common purpose.
We began with an extensive UK-wide research, workshop and interview programme. This included audits of all 15 individual National Park brands and stablemates; qualitative interviews and workshops with the 15 National Park Chief Executives and Heads of Communications, National Park Chairs and communications teams; internal and external quantitative surveys to all UK National Park Authority staff and the UK public.
Working through this huge dataset with the National Park communications teams, we reached a shared understanding that two of the ‘statutory purposes ‘ that were traditionally seen in opposition, could instead be considered a virtuous, ongoing circle to inspire care.
This became the heart of the new shared narrative and brand framework - a shared purpose to “inspire everyone to care”.
We tested core values and characteristics – common but distinctive ways of working across all the National Parks. These gave us the foundation and means to achieve the shared purpose. They formed the core components of the brand framework and informed the visual and verbal identity.
The brand was launched with an awareness campaign for Discover National Parks Fortnight. We developed the creative proposition and assets including a short film, message matrix, website and motion/still social media assets to use across all 15 National Park channels.
Since launch, we continue to work with the UK National Parks on the development of the new website (through Rubber Cheese ), guidebooks, internal comms, the regular Postcards from the Parks newsletter (with 18a ), campaign concepts and assets.
“This was a challenging ask - both to create a brand that would fit so many diverse National Parks and to manage this process with 15 organisations. Common Ground challenged us to really think about our purpose, and what we want to achieve together. This was distilled into a powerful and impactful framework.
The result is 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. We could not have done it without Common Ground’s considerable expertise, creative talent, and most of all their wonderful way of working with all of our people.”
John Packman | Broads Authority CEO | Communications Lead for the 15 UK National Parks
