The brief

Natural England is a public body dedicated to protecting England's natural environment. They approached us to create a visual identity for their survey The People and Nature Surveys (PANS), the purpose of which is to understand the connection between people and nature in order to inform policy changes. Our brief was to develop a cohesive visual identity that not only accurately reflects PANS and its findings, but also establishes a meaningful connection with its audience. Additionally we had to ensure that it worked seamlessly with the identity of Natural England.

What we did

After an introductory call with Natural England representatives Flora and Amy to discuss the surveys, the organisation's values, and how they wanted PANS to be perceived, we centered our vision around three core values: 'trustworthiness', 'consciousness' and 'engagement'. We wanted to convey a sense of reliability and expertise while also inspiring people to engage with the survey results. It was requested that we avoid creating a logo for PANS so as not to overshadow Natural England whose logo will always be present. An effective solution, to maintain consistency and establish trust, was to use Tiempos Headline, the font we had chosen as the primary font for PANS, to consistently type out The People and Nature Surveys.

We created design systems that connect Natural England to the PANS identity, ensuring the two work together cohesively. The primary colour palette was kept neutral and complements Natural England's green, and to strengthen the connection we introduced a soft green that is made from a 5% transparency of Natural England's green. A diverse and flexible secondary palette was restricted for illustrations and charts. Custom illustrations were created to convey the messaging and to create interest, they became an essential element of the identity.

Illustrator: Tyla Mason

How everyone felt

“It was a lot of fun to work with you again and we are very pleased with the final look! The designs you have created are perfect for our project and the team are genuinely so excited to start using them. Fingers crossed I can find another way to work with you again in the future”
Flora, Senior Adviser at Natural England.

It was a real joy working with Natural England! Thanks to Flora and Amy for being such considerate and attentive collaborators. Our values and visions were closely aligned, which made for a real fun and smooth project.

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