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Lake District National Park

A brand framework and language to capture a vibrant user journey

For more than 60 years the Lake District National Park Authority has been conserving and enhancing this unique corner of England, encouraging people to visit, enjoy and understand its natural beauty, wildlife and cultural heritage. But with more than 17 million visitors every year, it was essential that the Park’s brand still reflected its aspiration to be “an inspirational example of sustainable development in action”.

We worked with the Park Authority’s in-house team to fulfil their ambitions to bring renewed clarity, relevance and structure to the brand.

We developed a fresh brand narrative to resonate with and inspire a broad range of audiences, a suite of branded communications and templates, and a flexible brand framework and brand guidelines.

The result is a completely refreshed and rejuvenated brand look and feel that captures the variety and flexibility of the Park and the activities it offers – from vibrant, energetic pursuits, to more contemplative moments. The brand is also supported by an engaging strapline that encapsulates the physical and emotional essence of the Park to visitors, residents, businesses, partners and Park employees: Discover, Explore and Inspire.