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Charlotte Rotherham

Brief

Brief- Produce an integrated campaign that considers all communication channels relevant to idea Concept- To encourage young families to visit National Trust sites and to make the day their own. The campaign is the ‘It’s What You Make It’ Campaign and the purpose is to get families to associated being at National Trust sites with positive emotions so they continue to come back as a family. By linking National Trust and the outdoors with family memories, it will establish a life-time relationship with the outdoors and with the National trust itself. Idea- Produce a kit that encourage families to make the most of their time spent a National Trust site, which includes picnic gear, a disposable camera, seeds and a family membership. Alongside this, to produce an app proposal to co-inside and be used alongside the kit. Audience- Young families between 25-40 year olds with toddlers and schoolaged children Tone of voice- Positive and encouraging, with emphasis on fun and inclusivity

D&AD New Blood 2014- National Trust- 1


Charlotte Rotherham

Primary Research

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Primary Research- Membership Pack with Magazine, Handbook, Leaflets, Parking Sticker and Membership card enclosed in a folded pack. This allowed for me to gain visual research as to the current brand and how it is representing itself.


Charlotte Rotherham

Idea

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Idea- Produce a kit that encourage families to make the most of their time spent a National Trust site, which includes picnic gear, a disposable camera, seeds and a family membership. Alongside this, to produce an app proposal to co-inside and be used alongside the kit.


Charlotte Rotherham

Design Inspirations based on the National Trust

Design Inspiration

D&AD New Blood 2014- National Trust- 3


Charlotte Rotherham

Current Development

Currently producing the brand identity of the campaign experimenting with logos and colour schemes- based around the concept of growth

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National Trust Research/ Concept Boards  
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