The National Trust - Trails

Created in response to a D&AD New Blood competition brief for The National Trust. Inspired by the work of Joseph Campbell, I created a brand and series of ads based around our historic past as a nation, which is steeped in tales of adventure (think Camelot). The brand specifically targets the young-adult market, using Instagram-style filters and inspirational quotes to create a pull for young urbanites to get out and explore their local nature and heritage sites, using social media to document and share the experience. For true authenticity, all authors quoted lived within The National Trust's current coverage area (England, Wales and N. Ireland). The logo uses simple geometric shapes to represent the two main aspects of The National Trust - natural landscapes (triangular hill/mountain) and heritage buildings (rectangular castle/building).