Forestry England
A playful campaign that boosted summer visitor numbers and increased on-site dwell time.
Service: Campaign / Sector: Leisure
Background
There is a wealth of scientific research proving the profound health benefits of spending time in nature. Studies show that getting out into the forest actively lowers blood pressure and reduces cortisol levels. Simply put, the closer we get to nature, the happier we are.
Forestry England wanted to tap into this science for Westonbirt, the National Arboretum. They wanted to explore the concept of wellbeing through the lens of "play," using nature to actively deliver on their core mission to connect people with trees and improve their quality of life.
The challenge
It is one thing to tell people to have fun; it is another to actually make them do it. The core challenge was to design a campaign that actively encouraged visitors to let go, play, and be creative.
We needed to visually communicate how connecting with nature and with each other boosts wellbeing, highlighting the crucial role trees play in that process. Furthermore, because this was a physical, location-based campaign, the creative assets needed to be highly adaptable to fit an incredibly diverse range of formats across the expansive arboretum grounds.
Our approach
We focused on building a highly flexible, illustrative campaign toolkit that expanded seamlessly upon the existing Forestry England brand guidelines. We started by creating a bespoke "Playtime" logotype to give the campaign its own distinct energy.
To solve the need for maximum flexibility, we developed a colourful, nature-inspired visual language using a modular collage effect. This approach was highly strategic. By creating a library of illustrative elements that could be combined in endless ways, we ensured the creative worked perfectly regardless of the application. This system allowed us to seamlessly populate everything from large trail signs and animal information panels to small leaflets, posters, and complex game instruction boards.
The results
Successfully drove an increase in visitor numbers to Westonbirt over the crucial summer period.
Significantly increased visitor dwell time within the forest, proving the campaign's high engagement level.
Delivered a highly adaptable visual system that handled a massive variety of physical outputs.
We delivered
A custom "Playtime" logotype and engaging overarching campaign identity.
A flexible, modular illustrative collage system designed for endless creative combinations.
Complete physical asset design, including trail signs, puzzle boards, and on-site information panels.
A strategic creative framework that actively increased on-site engagement and dwell time.
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