The New Identity of National Landscapes
DESIGN WEEK
A Dynamic Mosaic; Unveiling the Essence of the Rebrand
In an forward thinking move Nice and Serious has taken on the task of rebranding the Areas of Outstanding Natural Beauty (AONBs) as National Landscapes. This rebranding goes beyond a name change; it signifies a profound transformation in how people perceive and interact with these beloved landscapes. The fresh identity system, known as "a mosaic " allows each location to maintain its distinct character while being part of a unified whole.
The Need for Transformation
The decision to initiate this rebranding effort stemmed from an observation; despite 66% of the UK population living near an AONB awareness about these landscapes surprisingly remains below 50%. Recognizing this lack of awareness and engagement it was recommended to rename them as National Landscapes with the intention of serving the nation by providing enhanced resources and authority. The challenge, at hand was to bring 38 unique AONBs under one cohesive design system – a task that Nice and Serious approached with great vision and ambition.
Engaging Overlooked Audiences
The new strategy focuses on engaging audiences that have traditionally been overlooked while also conveying the impact that these landscapes have on a national scale.
This approach is based on the interaction between people and landscapes creating a captivating narrative around National Landscapes that represents "who we are." It tells a story of how nature and humanity're interconnected highlighting the importance of each individual in the tapestry of the natural world.
A Distinctive Visual Identity
The identity of National Landscapes is envisioned as a patchwork, where every square's as distinct as the individuals it symbolizes. These squares are adorned with patterns showcasing landscapes and biodiversity symbolizing the diverse and abundant natural heritage of the UK. The illustration style draws inspiration from the imperfections and textural details found in these landscapes avoiding sharp edges in favor of natural curves and deviations. This style not showcases each landscapes uniqueness but also ensures visual harmony when combining illustrations.
DESIGN WEEK
A Thoughtful Color Palette
The color scheme for this rebranding project takes inspiration from the colors found in different landscapes ranging from sandy dunes to vibrant moors and heathlands. This allows each National Landscape team to select a hue that best captures their character. Moreover accessibility considerations were taken into account when designing this palette to ensure contrast for individuals with low vision.
Typography for Inclusivity
Dalton Maags Effra was chosen as the brand typeface due, to its contemporary and humanist aesthetic.
The easy to read characters and distinct letter shapes of the design are particularly helpful for individuals with dyslexia. This decision demonstrates the nature of the rebranding initiative.
Working Together
The design process involved collaboration with various stakeholders, including Mark Sears, founder of the Human Rewilding Company and an internal steering group. Additionally Nice and Serious sought input from all 38 National Landscapes well as an external Creative Council representing underrepresented audience groups. This inclusive approach ensured that inclusivity remained at the forefront throughout the rebranding strategy.
Bringing the Vision to Life
The transition from Areas of Outstanding Natural Beauty to National Landscapes represents a shift in how the UK approaches environmental conservation and public engagement. Implementing this identity not only required a visual transformation but also a strategic realignment of goals and communication methods. The challenge was to ensure that each National Landscape maintained its characteristics while aligning with the broader vision of a collective identity.
DESIGN WEEK
Overcoming Obstacles
One of the challenges in this rebranding endeavor was finding a delicate balance, between individuality and unity. Each of the 38 landscapes had its distinct history, ecological importance and community connections. Integrating these elements under a single umbrella identity while preserving their uniqueness proved to be a complex task.
The design team had to collaborate with local stakeholders to ensure that the new identity resonated with both the communities in the area and the wider national audience.
Engaging with Communities
One aspect of the rebranding process was to strengthen connections with local communities and visitors. This involved developing promotional materials that highlighted the distinctive features of each landscape as well as emphasizing the shared value of the National Landscapes network. We also created workshops, guided tours and interactive digital platforms to foster an understanding and appreciation for these natural wonders.
Digital Transformation
In todays era having a strong online presence is vital. As part of the rebranding efforts we devised a digital strategy that included building an interactive website running social media campaigns and offering virtual tours. These digital tools not made it easier for a broader audience to access information about National Landscapes but also provided platforms for education and community involvement.
Measuring Impact
We are assessing the success of our rebranding initiatives through means. Key indicators include increased awareness and engagement as well, as improved conservation efforts and community participation. To gather feedback and gauge perception accurately we have implemented surveys and feedback mechanisms. This allows us to continuously adapt our strategy to meet evolving needs.
Looking AheadThe transformation of National Landscapes goes beyond aesthetics; it signifies a renewed dedication to safeguarding and honoring the UKs natural legacy. It serves as an invitation for communities to actively engage with and safeguard these landscapes. Looking ahead the National Landscapes serve as a testament to the role of thoughtful design and strategic branding in promoting environmental conservation and community involvement.
DESIGN WEEK
A Shift in How We Preserve Our Environment
The rebranding of the UKs Areas of Outstanding Natural Beauty into National Landscapes by Nice and Serious is not simply a name change; it represents a shift in how we view environmental stewardship and public participation. This endeavor marks a progression in our interaction with, understanding of and protection for our natural landscapes. It boldly emphasizes the significance of design and strategic thinking in preservation showcasing how innovative approaches can bring about meaningful transformations.
Cultivating a Stronger Bond with Nature
The National Landscapes initiative serves as a call to develop a more profound individual connection with the natural world. By envisioning these spaces as living tapestries wherein each area possesses its essence that is indispensable this rebranding instills, among the public a sense of ownership and responsibility.It encourages communities not to admire the beauty of these landscapes but also to actively participate in their protection and enhancement.
Embracing Diversity and Accessibility
A accomplishment of this rebranding endeavor is its emphasis on embracing diversity and ensuring accessibility. By involving communities considering the needs of individuals with disabilities and incorporating a wide range of perspectives the National Landscapes initiative establishes a new standard for environmental projects to embrace inclusivity. This inclusive approach guarantees that everyone regardless of their background or abilities can access and enjoy the beauty and advantages offered by these landscape
s.
DESIGN WEEK
The Impact of Design on Environmental Stories
The rebranding also highlights the role design plays in shaping environmental narratives. Through choices in visual identity, color schemes and typography Nice and Serious has created a brand that deeply resonates with peoples emotions and values. This approach showcases how design can effectively communicate environmental messages while engaging the public in conservation efforts.
Paving the Way for a Future
As we look ahead the National Landscapes serve as an ongoing testament, to our era—a living legacy that exemplifies what collaboration, creativity and strategic thinking can achieve when faced with environmental challenges.
They serve as a symbol of hope and inspiration reminding us of the role that nature plays in our lives and the significance of protecting these treasures for future generations.
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A Model for Global Environmental Initiatives
The success of this initiative sets an example for countries and regions aiming to increase public participation in their natural landscapes. It demonstrates how incorporating design, strategy and community engagement can lead to environmental initiatives that resonate with people bringing about concrete positive changes in conservation efforts and awareness.
The conversion of Areas of Outstanding Natural Beauty into National Landscapes is an accomplishment in the field of environmental branding and public involvement. It stands as a shining illustration of how design strategic planning and community participation can converge to make a profound and enduring impact on our perception and interaction, with the natural world.
