Breathe life into your website

A refreshing journey with the Campaign for National Parks

• Audience insight: “In today’s world, we all need beautiful places to relax and recharge in”

We’re huge fans of the great outdoors. So when The Campaign for National Parks asked us to revamp their website we could smell the fresh air!

Their goal: to convey their role as the UK’s leading watchdog and advocate for the Parks – and persuade more people to get involved. Ours: to really do justice to a group that punches way above its weight to safeguard beautiful places for everyone.

It’s easy to get a bit carried away about the intellectual case for a cause, but how do real people truly connect with the National Parks in their daily lives?

To find out, we spoke with a wide range of CNP supporters, from seasoned campaigners to once-a-year walkers. And we were hit by a wave of appreciation and gratitude for the experiences they’d had in the Parks…as children, running free… as adults, seeking respite from the pressures of life…

The next step was to pour what we’d learned into CNP’s brand essence and visual identity, and distill it into a fresh new structure and conceptual approach to the site.

Now, visiting www.cnp.org.uk is like talking a signposted walk through some of the most beautiful landscapes in Britain. Enjoyable and energising – like the places this fantastic organisation helps people to discover, and get involved in protecting.

Branding / Digital / Integrated