The National Trust, Europe’s leading conservation charity, is an incredible success story.
It has saved more than a thousand places in England, Wales and Northern Ireland – coastline, open spaces, country houses, gardens and industrial buildings – and has 3.7 million members. But in 2008 it wanted to go further. To make sure that its support would continue into the future, it wanted to engage more deeply with its supporters, to make them feel that the National Trust was not just a good thing but ‘their thing’.
Wolff Olins helped the National Trust expand its purpose, deepen its proposition and update its personality. It’s now an organisation that champions the idea of ‘place’ and not just the places it owns.
It offers ‘essential physical and spiritual refreshment’ – something everyone needs. And its brand personality is now spirit-lifting, forward-looking and warm.
To express all this, we created a new visual style that’s freer and more contemporary, and a verbal style that's much more conversational. We also helped the Trust deliver this through its main communication channels and a completely rethought retail strategy.
The renewed brand started to appear in spring 2010, and has been enthusiastically adopted across the whole organisation. New-style visitor guidebooks are selling much better than the old ones, and the Trust’s redesigned shops have a much higher return per square metre. With the help of its brand, the National Trust attracted 100,000 new members in 2010, visitor numbers rose 16%, and volunteer numbers by 11%.