The National Trust’s Great British Walk has revealed its new identity and promotional materials created by 999.
Following the agency’s appointment in 2010 999 has been working with the Trust to reinvigorate membership POS through a number of projects.
999’s approach to the Great British Walk was to create an identity based on the idea of ‘going your own way’ by encouraging exploration and the sharing of memories and experiences. Culminating in a series of events this October half-term, family friendly walking events and trails are being promoted through the National Trust’s website.
999 created a simple signpost graphic for the campaign which is both flexible and recognisable and can be built upon in the coming years, creating a more recognisable event for the future. As the campaign’s key objective was to encourage the public to share their favourite walks 999 designed a montage style of imagery, evoking a sense of personal memories and experiences.
Aileen Geraghty, managing director of 999 London, explained that the agency had aimed to dispel the idea that "walking is just about getting from A to B or that enjoying the great outdoors has to involve hiking boots, complicated maps and compasses.”
Lisa Grace, senior creative at 999 London, added: “What really makes walking great is what you discover along the way – breath taking views, getting close to nature, reaching summits and ultimately making memories to share with family and friends. What we have created is a flexible highly visual identity to reflect this.”