The New Forest ●
Old Yet Ever New
How does a destination marketing organisation consolidate dual brand identities while balancing the needs of local communities and visiting audiences? The company managed two separate brands: 'Go The New Forest' for B2B and 'Visit The New Forest' for consumers. This created and overly complex brand architecture and diluted messaging impact.
The organisation needed to move beyond conventional tourism positioning to establish authentic brand foundations. The goal was to transform visitors into custodians and create shared pride between locals and visitors.
Rooting Strategy in Folklore
We unified both brands under a single identity: ‘The New Forest’, streamlining communications across all audiences. At the heart of this narrative is ‘Old, Yet Ever New’, a tagline discovered in the New Forest District Council’s 1976 coat of arms. This phrase perfectly captures the living tension between ancient heritage and contemporary life in this working landscape.
By weaving centuries of folklore and storytelling into the brand’s foundation, we created a positioning that bridges the gap between people and place, forging deeper connections that naturally foster greater care and respect for the land.
Creating a Visual Language from Nature
Our visual identity draws directly from the natural world. The typographic system balances timeless elegance with accessibility, while the colour palette takes its cues from the forest’s seasonal materials: fungi creams, beech greens, and heather purples. This approach positions The New Forest as a destination for all seasons, and creates a unified visual language rooted in the celebration of nature that folklore embodies.
Illustration played a pivotal role in bringing folklore and nature to life, building a sense of connection, curiosity, and care among both communities and visitors. This creative approach was realised in ‘The New Forest Guide’, an editorial publication that seamlessly blends strategic intent with rich visual storytelling.
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