Objectives
- Create and develop a logo that conveys Natural Kendal as an organisation committed to nature recovery in Kendal and Westmorland.
- Enhance their digital presence to aid in collaborative nature recovery in Kendal and neighbouring towns and villages.
- Design, develop and build a website that includes information, links to local groups and interactive functionality to discover events and projects in the area.
- Integration across relevant social media platforms and provide assistance with social media marketing where necessary.
QUOTE NEEDED
CRAIG RUSSELL
NATURAL KENDAL
BRIEFING
Making a difference for nature
Creating the logo and branding for Natural Kendal came with several challenges to consider: the need to stand out against other local and national nature focused organisations; Convey the multiple layers of Natural Kendal within the logo; Choosing the right imagery that allows the potential for growth to other other local areas; and avoiding the
typical nature clichés.
NATASHA GRINDLEY
SENIOR GRAPHIC DESIGNER
BRANDING
Creating the brand
With so many areas and interests within the organisation to convey, we created a suite of logos inspired by the flora and fauna found along the River Kent. By providing several options, this gives Natural Kendal flexibility to use a logo more suited to a specific event or project.
Combining the illustrations with a sketched version of the classic Times New Roman typeface gives the logo a sense of a traditional brand to convey authority.
The interaction between the typeface and the illustrations is dynamic, with the placement designed to be organic within the space. This gives the branding a slightly playful element, which in turn will make the logo feel approachable and engaging without straying far from a traditional tone.
COLOUR PALETTE
Colours inspired by the town
Colour is a powerful communication tool within branding, allowing a company to convey their personality and messaging instantly.
The right colours also help to create an emotional connection with your audience whilst standing out against similar companies or organisations. With this in mind, we looked to create a colour palette inspired by the town’s flora, fauna and geography. The palette consists of bold, bright colours, simple shades and classic neutrals to provide flexibility across both print and digital.
GRAPHIC DESIGN
Branding in use
With plans to hold a fortnightly stall at the Farmer’s Market, in addition to creating a festival and attending other local events, we wanted to see how the branding could work across suitable merchandise. Consideration was given to the nature of the events they would be hosting and attending, as well as the ethos of the group, when choosing appropriate merchandise options. We worked on designs for canvas bags, enamel mugs and simple supporter bin badges. We additionally worked on cards to allow Natural Kendal to capture information from potential volunteers and interested parties.
WEBSITE DESIGN
Creating the holding page
Natural Kendal required a holding page that shared more information than the standard ‘coming soon’ message. They wanted their page to share six key projects they are undertaking in Kendal – using a small Google map to share locations and short descriptions to capture attention. The map will be developed further as part of the main website. They also included a simple call-to-action for visitors to sign up for their newsletter.
Once the holding page was made live, it was expanded to promote the Natural Kendal Wildlife Photography competition.
Again, this simple page provided visitors with useful entry information alongside the terms and conditions.
Full website coming soon, stay tuned!
DESIGN FOR CHANGE
Results
It was wonderful to work with Natural Kendal on their new venture. With a third of the team at Net* living in Kendal, and all of us enjoying the green spaces around our office, we are aware of how important nature recovery is to Cumbria. By working with the team at Natural Kendal, we again have the opportunity to raise awareness and connect with local community groups.
We’re looking forward to continuing to work with Natural Kendal on their main website, marketing (both traditional and digital) and upcoming events.
