Norfolk Coast – Protected Landscape

Entered by LanternThe Norfolk Coast is one of the UK’s best-loved and most at-risk tourist destinations. Designated an Area of Outstanding Natural Beauty, the region is also home to Sites of Special Scientific Interest, National Nature Reserves, Marine Conservation Zones, a Biosphere Reserve and Heritage Coast. A collection of protected landscapes, united through their biodiversity and fragility.But with such a variety of stakeholders managing the destination, and no single brand to define the region, communications had become cluttered, complex and confusing. Strategically, it lacked a unifying purpose, visually, it was typical of the sector.Verbally, messaging clichés such as ‘Enjoy, Respect, Protect’ promoted sustainable exploration in a tone that was both prolific and preachy.The team at Lantern was appointed to create a unifying place brand with a collective goal to manage visitor behaviour and preserve, restore and enhance the local life, landscapes and wildlife of the Norfolk Coast.The new place brand needed to meet five key criteria:Unite multiple stakeholders under one consumer-facing brandPromote responsible, sustainable exploration of the landscapeCapture the Norfolk Coast’s unique characterDrive behaviour change in way that’s positive, not preachyChallenge the branding conventions of Areas of Outstanding Natural Beauty, to deliver a destination lifestyle brand. The StrategyThe team carried out place sentiment surveys with hundreds of local residents, delivered multiple stakeholder workshops with regional DMOs and spent days biking, kayaking and walking their way across the coastline ensured a strategic and creative direction rooted in authenticity. Norfolk’s coastal landscapes, seascapes and communities have rhythms like a heartbeat. Waterways widen and wander. Wildlife migrates and hibernates. Farmland flourishes and lies fallow. This is a living coast in constant flux and perpetual motion. This is a place that’s ‘Alive with nature’.As a new brand essence, ‘Alive with nature,’ is the foundation for both the visual and verbal execution. Verbally, behavioural nudges are poetically delivered while referencing the movements of a living entity. Visitors are advised to ‘Watch wildlife come alive when it’s given space to breathe’, ‘Find you’ll really escape if you follow the paths’ and ‘Discover winter provides the best kind of goose-bumps’.‘Alive with nature’ also informs the visual execution of the brand. A new logo, worthy of a lifestyle brand, is inspired by the sweeping landscapes of Norfolk’s coast and creeks. The wider design language ebbs and flows, through the use of supergraphics, integrated typography and a colour palette lifted directly from the region; Stiffkey Green, Holkham Pine, Burnham Flint and Cromer Coral. Through the interplay of type, image, and illustration, audiences are transported deep into the destination.To further encourage responsible exploration, the team directed an off-season photoshoot through hail, sleet and snow, capturing the beauty of the region in winter and encouraging sustainable exploration throughout the year. In addition to the supergraphics, a playful and beautiful suite of custom illustrations capture key wildlife and nature found in Norfolk – with a visual style that reflects the movement of the graphic system whilst moving the brand itself far beyond the clichés of the sector.The ImplementationFollowing approval by the destination's steering committee, Lantern developed comprehensive brand guidelines to allow internal teams across the region to manage localised execution, while the comprehensive off-season photoshoot provides the destination with a library of compelling images to ensure consistent representation in the media.With visitor numbers increasing year-on-year, and environmental impact rising in tandem, the region needed a clear and compelling approach to shepherding tourists and supporting locals. From nudging major behavioural changes, such as encouraging off-season exploration, to day-to-day messages designed to keep visitors on paths and dogs on leads, physical and digital implementation has been comprehensive.Rebranded social media channels and a brand new destination website at norfolkcoast.org now showcase the best of the region, with positive messaging to promote responsible exploration. New advertising and marketing has also been designed to delicately nudge visitor behaviour. Furthermore, Lantern has developed a new visual and verbal identity for the region's flagship Dark Skies Festival. Taking inspiration from the new Norfolk Coast parent brand, it sets the style and tone for future coastal events, while wayfinding across Norfolk's coast paths will provide positive messaging across the region's physical environment, using local materials and finishes.To achieve real success, implementation needed to go further than simply following or challenging the branding conventions of Areas of Outstanding Natural Beauty. The project needed to elevate the Norfolk Coast beyond a destination, to become a sustainable lifestyle brand. One capable of flexing from ‘locally produced food and drink products’, to merchandise, fashion and apparel. Ultimately, the area's competition needed to move from places like the Peak District, to brands like Patagonia. As such, with a range of new products and merchandise, plans are in place for an online shop and, longer term, a permanent retail unit, bringing together local producers, to promote the destination.The ResultsThe Norfolk Coast has transformed from regional destination to sustainable lifestyle brand. It challenges conventions with a positive, playful approach to messaging, has enhanced engagement and won global recognition, including Best Place or Nation Brand at the Transform Awards Europe. Ultimately, it's delivered a platform for localised products and united multiple DMOs "It does exactly what a good brand should: somebody coming fresh to it would immediately grasp what it’s about. In particular, the stunning photography that highlights the way a protected landscape should be treated for this and future generations to enjoy.” – Pete Waters, Executive Director, Visit East of England“The new branding brings a sense of place for Norfolk’s coast, and pride in how special it is. I have no doubt it will also make the coast more accessible and identifiable for future plans relating to community engagement and participation too.” – Charlie Cutt, UK Nature Restoration Project Manager, WWF - UK"I hope and believe that it will encourage more people to care about this place and take action to protect it for future generations.” – Steve Rowland, RSPB England, Area Manager Norfolk and Lincolnshire

Norfolk Coast – Protected Landscape

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