The Royal Parks
Sharing the joy of outdoor learning within the most famous collection of urban parks in the world.
There are many things that make London special. But the 5000 acres of historic parkland at the heart of the capital help to make it a city like no other.
Sector
Charity & Nonprofit
What we did
Discovery & Definition
- Audits
- Consultation
- Brand proposition
Design Development
- Creative concepts
- Brand identity system
- Brand engagement
- Messaging and tone of voice
- Brand expression
- Campaign communications
- Content creation
- Digital expression
- Print design
- Art direction
- Event branding
Delivery
- Brand guidelines
- Brand toolkits
- Brand activation
Context
Since 2017, charity The Royal Parks has looked after eight of London’s largest green spaces, acting as guardians to protect, conserve and care for every single one of them. Having already completed a full rebrand, The Royal Parks team asked us to develop a distinctive brand extension for their learning programmes, volunteering opportunities and community engagement work.
The team at Baxter & Bailey worked hard to understand what our brand means to us, and the objectives of our Learning and Engagement and Volunteering teams. Their work has enabled us to communicate the joy of discovering nature and history within the Royal Parks in a way that can be easily tailored to appeal to our different audiences and across all seasons.
Solution
From urban bird watching and festive wreath making to mini beast hunts, learning and volunteering activities at the parks are all about getting up-close and hands-on with nature. Fuelled by this idea, we created an eclectic visual language of graphic shapes inspired by the flora, fauna and historic monuments within the parks, making use of seasonal colours and tones. And to ensure our own creative approach was hands-on too, we headed to the parks themselves, collecting nature rubbings, mushroom spore prints and even a muddy welly boot print.
Baxter & Bailey’s diligence and creativity has brought to life visually the fun we want our visitors to experience when participating in our wide range of hands-on learning activities. They have given us a style that reflects the warmth and welcoming personality of our brand strategy while retaining a strong visual coherence across all of our brand applications.
Impact
The combined elements come together in a flexible, visually rich toolkit, delivering an expressive extension to The Royal Parks’ masterbrand, encouraging audiences to come along and share the joy of outdoor learning within London’s most iconic parks.
Special Thanks
Thank you to Heather, Kristen and the rest of the project team, not only for involving us in a brilliant project for such an iconic charity but also for encouraging us out from behind our desks and back into London’s best green spaces to do some outdoor learning of our own.
All imagery copyright The Royal Parks.