Category Archives: National Trust

Rationale

(Work to be added after deadline)

National Trust Active Campaign

(Work to be added after deadline)

App Inspiration

When designing my app, I looked at a range of different styles of apps and their layouts and how they worked. I wanted it to be simple, easy to navigate and have the pages relate to one another. Below are a selection of images that helped influence my final app design –

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Poster and Logo Inspiration

I looked at WWF Posters for inspiration, I love the messages that they get across through their posters and the use of imagery is very strong, striking yet powerful and connects with the audience. I want to use a similar idea but not use shock tactics, I want to have a strong but fun tagline and use images that are lighthearted but ones that the audience can relate too.

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For my logo design, I wanted it to look fun, fresh and lively, I also wanted it to work with the current National Trust logo so that it can easily be transferred onto a range of graphic formats and easily associated with the National Trust.

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National Trust D&AD

Below are designs for this brief from students from other universities which I have found very inspiring and helpful

Adam Stanway – http://adamstanway.tumblr.com/tagged/national-trust

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I really like the concept behind his idea and how he has created a mixture between wildlife, adventure and the work place. I like the formats that he has produced such as posters, DPS, mugs and water bottles.

Luvena Jade Petty – http://www.behance.net/gallery/National-Trust-D-AD/13271431

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I really like this idea and I think that it integrates smoothly into the National Trust. I also like how the technology is part of the activity as the target audience nowadays are ruled by their smartphones, I think it is a simple yet effective idea.

Charlotte Rotherham – http://c-rotherham1215-dp.blogspot.co.uk/2014/01/responsive-d-national-trust-brief.html

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I like the vector images and the colours used in this project and I think the logo is effective, however, I feel that this isn’t suited for the target audience as it still has the feeling of being aimed towards older people.

Alice Beavon – http://studentshow.com/gallery/National-Trust-D-AD/14126281

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I love the concept of turning your childhood memories into new adulthood memories as I feel everyone will be able to join in with this, I also love the simplicity yet effectiveness of the images as they have a childlike feel about them.

Tristan Palmer – http://tristan-palmer.com/a-guide-to-eutopia/

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I love this campaign, I think the use of photography is strong and relates to the National Trust, I like how type and paper have been used and photographed to inspire people.

Sam Lihou – http://samlihou.com/nationaltrust.php

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The idea behind this campaign is to make people celebrate the unnoticed, magnificent little things in their lives.  The group designed a supporting app which brings their campaign together and appeals to the modern visitor.

 

 

 

My Campaign

I looked at the National Trust’s previous campaigns and looking at the research and taking on board the responses from my questionnaire, I decided the best way to make the National Trust appeal to 25 – 40 year olds  was through their activities.

The activities that the National Trust have – http://www.nationaltrust.org.uk/visit/activities/Communicate2

 

 

I also looked at ways to communicate that would be suitable for the target audience and work best for the National Trust –

Communicate

 

I feel the best ways to communicate will be through Facebook and Instagram as these will be easily accessible from smartphones and gives a mixture between photography and communication.

My campaign is about making the audience aware of the activities that National Trust have and promoting them in a fun and exciting way that is different from the current National Trust branding. I want to create a set of posters that engage with the target audience such as working environments and combine NT activities into these scenes. This will add humour to the campaign and make people look twice at them. I will think of a slogan that is appropriate for the target audience, funny and at the same time gets the message across. The posters will contain a QR code which will allow the audience to download the campaigns app straight to their smartphones. The app will show the audience all of the activities that the Trust has, give information about the activity and locate their nearest Trust park which they can book all from the power of the fingertips. The audience will then be able to share their photos and experiences on the National Trust Instagram and Facebook pages.

This will be suitable for the target audience as it combines social media, smartphone technology and the outside world into one campaign.

National Trust – Questionnaire

Me and Shermeen Ahmed created our own questionnaire for our projects and went to Clumber Park and asked people in the target audience our questions –

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Our findings showed that they felt the Trust was targeted towards old people, they didn’t know about half the events the Trust has, they are not very well advertised and they needed to focus on younger people. They also felt that there should be a yearly calendar of events and make it more clear when certain parks were open and they strongly felt that memberships were not cost effective.

Why does the audience not visit the National Trust?

From my research, I believe that the reasons the audience do not visit National Trust places is because they are very busy, they are starting careers and working hard, they are raising a family, saving up for a house, getting married and buying cars. They are not broke but they do not have money to be throwing away, they also feel they get better value for their money by going to a gym.

National Trust – Apps

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These are the apps that National Trust currently have. They focus mainly on their gardens and parks, creating  postcards that you can create from your own photos and locating your nearest National Trust area and giving you information about that area. I feel that the apps all look very dull and formal and do not appeal to the target audience. They should be more fun and they should talk about their activities that they offer.

National Trust – Social Media

The National Trust uses a range of social media, I feel that their most successful media uses are Instagram and Facebook as I think they are easier to use and a good way to view what people are saying, liking, sharing and photographing. I think that for my campaign I will integrate these two social medias.

National Trust Instagram – http://instagram.com/nationaltrust

National Trust Pinterest – http://www.pinterest.com/nationaltrust/

National Trust YouTube – http://www.youtube.com/user/nationaltrustcharity

National Trust Twitter – https://twitter.com/nationaltrust

National Trust Facebook – https://www.facebook.com/nationaltrust

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