Branding is not always about creating new brands or refreshing existing ones. Sometimes, it involves one of the most intriguing challenges – bringing together several discrete entities and making them sing as one. But sometimes, the task demands a different kind of creativity by bringing together various entities and forging a cohesive brand identity that resonates with all. This is exactly where Norfolk Coast‘s new identity wins hearts by coming forward with a comprehensive and sustainable brand strategy to protect the Norfolk Coast. Let’s delve into the fascinating journey of unifying the Norfolk Coast under the brand “Norfolk Coast, Protected Landscape” and promoting responsible exploration.
Unifying a Diverse Landscape
Spanning over 450 square kilometers, the Norfolk Coast boasts stunning natural beauty, stretching from The Wash to Winterton. However, with numerous stakeholders managing the region, communication efforts were fragmented and confusing for visitors. This was the task at hand for Lantern, a leading place brand consultancy, as they embarked on a mission to develop a comprehensive and sustainable brand strategy for the Norfolk Coast.
The Birth of ‘Norfolk Coast, Protected Landscape’
Lantern’s efforts culminated in the birth of “Norfolk Coast, Protected Landscape” – a unifying symbol for stakeholders, reflecting the dynamic and living landscape. This brand essence, “Alive with nature,” captures the essence of the Norfolk Coast and aims to unite stakeholders under common goals of preserving, restoring, and enhancing local life, landscapes, and wildlife. The brand’s logo, directly inspired by the sweeping landscapes of Norfolk’s coast and creeks, serves as a visual representation of the region. With new branding for Norfolk Coast, Lantern aimed to create a narrative that captured the essence of the Norfolk Coast—an idyllic haven of nature and life.
Bringing the Brand to Life
The brand essence inspired both the verbal and visual components of the strategy. Verbally, behavioral nudges are poetically delivered, referencing the movements of a living entity. Visitors are advised to ‘Watch wildlife come alive when it’s given space to breathe’, ‘Find you’ll really escape if you follow the paths’, and ‘Discover winter provides the best kind of goosebumps’.
The new logo, worthy of a lifestyle brand, brings together the N and C of the place name whilst being directly inspired by the sweeping landscapes of Norfolk’s coast and creeks. The wider design language ebbs and flows through the use of supergraphics, integrated typography and a colour palette lifted directly from the region.
The brand’s visual language, a symphony of supergraphics and a palette borrowed from Norfolk’s natural hues, is sure to invite audiences into the heart of the destination. The logo, a marriage of the region’s initials and coastal inspiration, heralded a lifestyle brand emblematic of its surroundings. Moreover, the strategic interplay of visuals, illustrations by Benedikt Luft, and an off-season photoshoot by Hollie Harmsworth during winter unveiled the untamed beauty of Norfolk, fostering responsible exploration and celebrating its year-round allure.
More Than Just a Location
The new branding will be launched gradually over the next few weeks and will be displayed on a new website, social media assets, and advertisements. There will be a variety of Norfolk Coast merchandise available for purchase to support the conservation of this delicate environment and to establish it as not just a location but also a lifestyle brand.
As Lantern’s branding efforts come to fruition, the “Norfolk Coast, Protected Landscape” is poised to become a beacon of responsible exploration, a one-of-a-kind destination brand uniting stakeholders and promoting the preservation of this unique and ecologically significant region.
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