NATIONAL TRUST

RE-BRAND

OUR IDEA

Using apps, website, printed packs and videos

to ENGAGE the audiences attention we will use
memberships targeted at different types
of people. This will include a CHECKLIST
introducing people to the places they
wouldnt have thought to go to. We will
bring the brand to a YOUNGER AUDIENCE.

IS THERE A DISASSOCIATION
BETWEEN YOUNG PEOPLE
AND NATURE, AND HOW
TECHNOLOGY EFFECTS IT?
Jordan

The tossing aside of age old childhood pastimes, such as tree climbing, in favor
of staring at the illuminated screens of televisions and computers is making the
protection of biodiversity more difficult.
The urbanization of many young people today has made them strangers to
nature.
Our youths are behind their computers, their SMS, their videogames, watching
TV, Djoghlaf said. They are living in a virtual world and we need to re-connect
them with nature.
We are in desperate need of unplugging and leading our children by example,
opening a dialogue and enjoying time with them out in the world so as to reverse
the seemingly unfailing disinterest in nature.

Parsons, N. (2011) Children are dissociated from the natural world due to focus on
internet, Xbox and TV. Natural Health News & Self-reliance, 1 (1) June, pp. 1.

Jordan

- Huge lack of connection to nature

- The fact that technology is preferable has a huge affect on
their attitude to nature, it generates a lack of interest
- Young people live in a virtual world but we can use this as an
advantage
- We can use the technology that they are exposed to daily to
motivate them back into nature
- By combining nature and technology in a way so that they
compliment each other, organisations like National Trust can
reconnect with younger audiences
Jordan

KEY SELLING POINTS

Individual idea > The unique relationship
with nature through the creative way we are
attracting and inspiring travel within the UK i.e.
creating lists and personas for the audience.
Inclusive > Targeting the new market audience
by having various personas that relate to them
and finding things that everyone will enjoy.
Interactive > Bringing nature to life, using
technology i.e. apps alongside other platforms
by making nature and history more engaging.

THE PERSONAS
Finding interests of 18-25s and locations of the
national trust that compliment each other, we have
separated different types of people into things
people can relate to and enjoy.
the foodie

the filmy

the traveller
the
the history
history buff
buff

the tree-hugger
the
one
thebuff
active

the all-the-above
the all-the-above
etc

COLOUR SCHEME

Taken from the original National Trust

Brand Guidelines and chosen to suit each
persona. The colour scheme will be used
to categorise but also within all aspects
of branding and promotion.

TYPEFACES

TYPEFACE USES

LOGO NAME
greens

mint
olive
Jade
shamrock
kelly green
hunter green
citron
paris green
teal
harlequin

generation

national
crayon
trust
national
trust
ees

national
trust
youth
national
trust
greens

national
trust
generation
#NTG
#NTEEs

#NTGeneration
NTuk
generation

National
Trust
generation

national
trust
generation
national
trust
generation

heather

ER A T I O N

GEN

st

t GEN ER A T I O N

st

ER A T I O N

GEN

GEN

st

Tr
us

N a ti o n a l

Tr u

st

ER A T I O N

GEN

ER A T I O N

Tr u
N a ti o n a l

na

Tr u
N a ti o n a l

N a ti o

ER A T I O N

LOGO DESIGN

National Trust

GENERATION

N a ti o n a l

National Trust

GENERATION

GEN

Tr u

st

N a ti o n a l

Tr u

National Trust

GENERATION

National Trust

GENERATION

National Trust

GENERATION

rhiannon

DEVELOPMENT

rhiannon

DEVELOPMENT

rhiannon

FINAL LOGOS

rhiannon

LOGO
X

The logo must

be either white
or black (must
be readable)
and only use the
colours within the
brand guidelines.
The logo should
not be skewed or
reshaped.

HOW CAN THE CONNOTATIONS

OF CERTAIN TERMINOLOGY
IN ADVERTISING BE USED
EFFECTIVELY?
rhiannon

In advertising, the author/writers voice is understood to be that of the company,

for the purpose of an ad is to convey the firms personality, not the copywriters.
The words used, the imagistic and symbolic structure, the position, length, and
flow of sentences, all are designed to structure style to the companys mystique.
(pg5)
The choice of words, images, grammatical style and rhetorical structure offers a
basis for inference about the firm, product and consumer. (pg5)
Stern, Barbara B.. (1988). How Does an Ad Mean? Language in Services
Advertising.. Journal of Advertising. Vol. 17 (12), p3-14.

Positive aspects of specific words can be used to good advantage in selling.

Lion brings up images of courage, strength, invincibility and leadership. The
word color brings to mind newness, brightness, fun and artistic. On the other
hand, there are many words and phrases which have a negative feel. Snake
reminds us of danger, poison, slimy, and scary. A phrase like solves a problem
connects our mind with past problems, the uncomfortable feeling of unsolved
problems and having problems in the first place. (p372)
Vintean, Adriana. (2010). ASPECTS OF LANGUAGE AND MEANING AS USED IN
ADVERTISING. Revista Academiei Fortelor Terestre. 15 (6), p370-375.

rhiannon

Certain words and phrases have CONNOTATIONS that are

negative to many people, which could negatively IMPACT the
success of your campaign; therefore these should be avoided.
However there are other words and phrases that can ENHANCE
the effectiveness of your campaign by creating a POSITIVE
image in the audience mind. As Adriana Vintean said words like
colour have good connotations whereas words like snake
do not.
The way LANGUAGE is used also creates an image for the
company or brand and therefore it is very important to create a
good impression, or use words that represent the idea you are
trying to convey.
For our brief it is especially useful to use language that
rhiannon
INSPIRES and INTERESTS the audience as we are trying to
REJUVENATE the image of a company regularly associated with
an older target, or is often seen as dated or boring by a
younger demographic.

TERMINOLOGY
Using words that RELATE to interests. Make
sure not to be patronising, FRIENDLY and
WELCOMING feel to be created. Strong
influence of HOBBIES, ADVENTURE, NATURE
and MODERN.
The promotion of the CHECKLIST shouldnt be
compared to a bucket list. Words should be
positive and proactive.

The Campaign >

HOW DO MARKETERS SEE

(AND WHAT TECHNIQUES
DO THEY USE TO ATTRACT)
YOUNG PEOPLE?
heather

Newall (2001:25) argued that consumer relationships are hard to sustain given
lifestage changes young people are progressing through
Brand owners must present a truthful and embracing approach which encourages
real relationship marketing (De Cheneiecy 2000:42)
...they know when they are being sold too, picking out thats an ad, thats a
cartoon - Media Strategist
(Nike example) Touching consumers as part of their lives, putting on events to
come along to and meet people etc, being part of the brand - Researcher
Focus on brand not audience first - Planning Director
Contemporary communication plans...more interactive elements - this relies on
the audience being motivated. temporal/ social and emotional barriers (Grant
and Waite 2003)
Ian, C., Grant (2004) Communicating with young people, through the eyes of
marketing practitioners. Journal of Marketing Management. [Online], 20 (5/6), pp.
591-606.

heather

Marketings influence towards younger generations reflects

how good a company and its BRANDING IS. The attitude
the generation has reflects the marketers opinions of
them; SOPHISTICATED but CYNICAL in their decisions within
advertising.
Being immersed and growing up in advertising, they become
NUMB. Lots of marketers have lost the ability to understand
the audience. Categorising young people based on attitude and
LIFE STYLES, strong brands and companies are attractive.
Successful and recognised companies such as Nike have
earned their RIGHT to shape attitudes. Companies should
be concentrating on the quality of the BRAND rather than
the advertising. Encouraging REAL RELATIONSHIPS, having
credibility assurance and accessibility is more valuable.
The best techniques of advertising is being different. Using
new technology and INTERACTIVITY; this relies on the audience
being openly MOTIVATED themselves.

heather

INSPIRATION

illustrations

bold colour

making nature
interesting

DOODLES

history
buff

foodie

active

tree hugger
traveller

All
filmy

Posters >

POSTER DESIGNS
The filmy

The filmy

the tree hugger

an adventure
tailored to you

The foodie
The athletic one

The athletic one

history buff

Jordan

An adventure

An adventure

st

GEN

ERA TI O N

FINAL POSTER
N atio n a l

Tr u

Who are you?

filmy?

Foody?

filmy?

Foody?

Sporty?

tree-hugger?

Sporty?

tree-hugger?

traveller?
find and follow us!
www.nationaltrust.co.uk/generation

an adventure tailored to you

Visit your favourite movie set
Sick of the gym?

History-y?

tailored to you

traveller?

History-y?

tailoredJordan
to you

TAG LINES
an adventure TAILORED to you
theres always something ROUND THE CORNER
TRUST US, theres something for everyone
what interests you, our NATIONAL TRUST GENERATION
the NEXT national trust generation
who are you?

o you

e set

ks?

POSTER DEVELOPMENT
An adventure

An adventure

An adventure

filmy?

Foody?

filmy?

Foody?

filmy?

Foody?

Sporty?

tree-hugger?

Sporty?

tree-hugger?

Sporty?

tree-hugger?

traveller?

History-y?

tailored to you

traveller?

History-y?

tailored to you

traveller?

History-y?

tailored to you

Jordan

FINAL TAGLINE
tailored to you
tailoredPOSTER
to you
traveller?

History-y?

traveller?

History-y?

find and follow us!

www.nationaltrust.co.uk/generation

an adventure tailored to you

Visit your favourite movie set
Sick of the gym?
Workout in the fresh air
Head in the history books?
Head out to the real thing!

An adventure

Student Budget?
grow your own grub!

Love the tree. Hug the tree. Be the tree.

n

e
s

Why leave the country when theres

something round the corner?

find and follow us!

www.nationaltrust.co.uk/generation

Jordan

LAYOUT
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voluptat re earis aborect oriatem dolorro ius autemporiat
andaniam lab idelite ateEdigni secus estia core, sinum
sequae re, tem dolorehenim es modit expliquaerum adicimo
loreria veriore rsperum sint aliquod etur?

Consistently
centering the
logo where
possible, the
correct spacing
around it helps
in giving a
page room to
breathe.

Web page >

WEB PAGE DESIGNS

>
heather

IMAGERY
Imagery should be
associated with:
Views, Interesting
Textures, Young
People, Personas
related imagery.
Images must be
high quality and
be the size should
suit the context and
platform/medium it
is on.

HOMEPAGE DEVELOPMENT
>
heather

PERSONA PAGE
search ...............

whats round the corner?

manchester, Boat BaY

heather
location no 1
location no 2
location no 3
location no 4

TEST CODE

heather

TEST WELCOME PAGE

heather

WEB PAGE
page title

photo
location of image

Repeated block
scrolling including
imagery and
inforation. The design
uses a clean but
modern look which
compliments the fonts
and colour scheme
used. The doodles are
used subtley.

VIDEO

All

Project Plan >

TRELLO

https://trello.com/b/nrBTeQ4m/national-trust

PINTEREST

https://www.pinterest.com/hjpaxton/national-trust-tings/

TO COME...
expand personas to be more inclusive ie animal lover
Day out
videos > Jordan
full webpage > Heather
app > Rhiannon
membership packs > All

THANK YOU
Any questions?