The New Forest ●
Old Yet Ever New
How does a destination marketing organisation consolidate dual brand identities while balancing the needs of local and visiting audiences?
Many tourism destinations overlook authentic experiences in favour of superficial attractions. It was crucial to nail an authentic representation of the culture that makes The New Forest what it is. We consulted local business owners, commoners, local historians, and representatives of the National Park to ensure the brand truly reflected the community's values and heritage.
The organisation needed to move beyond conventional tourism positioning to establish a clear overarching brand that would resonate with both locals and visitors, transforming visitors into custodians and creating shared pride between communities.
Rooting Strategy in Folklore
We consolidated the two brands under a unified identity, 'The New Forest', creating cohesive communication across all stakeholders.
The original strategy defined a brand narrative merging heritage and nature - positioning The New Forest as "A forest of folklore" with organic, storied, and heritage qualities. Everything fell into place when we discovered 'Old, Yet Ever New', a tagline found on the New Forest District Council's 1976 coat of arms. This positioning encapsulates the essential duality between ancient folklore and contemporary life in this living, working landscape.
By integrating folklore and historical narratives into the brand foundation, we developed positioning that connects visitors and locals meaningfully with the landscape. This cultivated deeper engagement that inherently promotes stewardship and respect.
Creating a Visual Language from Nature
Our visual identity draws from the natural world, balancing timeless elegance with accessibility. The colour palette reflects seasonal forest materials, fungi creams, beech greens, and heather purples, positioning The New Forest as an all-season destination with a unified visual language celebrating nature and folklore.
Through the lens of 'Old, Yet Ever New', modern illustrations transformed ancient tales and native flora and fauna into engaging educational content that fosters connection. This approach came together in 'The New Forest Guide', an editorial publication that brings together these strategic and visual principles.
From Tourism to Forest Stewardship
Through this collaborative process, we shaped a brand that celebrates The New Forest’s unique folklore and living stories, connecting with visitors who understand and respect the place they’re entering. It invites those who will treat this ancient landscape with the care it deserves, turning tourism into stewardship.
We commissioned a rebrand and redesign of our Discover Guide based on the brilliant work we have seen in the Pier Journal. I couldn't rate Studio Glass more highly and would recommend to any business owner who wants to work with conscientious people who are committed to over delivering on the brief.
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Nicola Carass
CEO, The New Forest