Wonder were commissioned by the National Trust to create a new brand identity that reflects the spirit, beauty, drama, love and diversity of The Lakes. 

With 25% of the National Park, hundreds of fell tops, 24 lakes, 59 listed buildings, 14 holiday cottages, 3 campsites, 90 tenanted farms and 15 million visitors a year - The Lakes has a multi-faceted, diverse and holistic offering for visitors. 

Our inspiration for the identity was drawn directly from the essence of its destinations, its work and the offer for visitors across The Lakes. We created an identity that unites the National Trust in The Lakes, providing a bold, distinct, consistent approach whilst also retaining the individual nature and personality of each destination. 

Our approach was to bring together photography that specifically captures the spirit of each destination with illustrative flourishes to re-iterate what makes this place special in a visually distinct manner. A bespoke colour palette was selected that draws inspiration from the landscape and it changing seasons. 

To communicate a unified headline with a friendly tone, we also shortened ‘the Lake District’ to ‘The Lakes’ using a bespoke type stack that works with the corporate logo.

Over the last 12 months we have undertaken extensive research, creative, testing, refinement and have now begunroll out including property leaflets, website, signage and livery. 

The results and feedback to date has been fantastic and we are looking forward to seeing The Lakes transformation roll out over the coming months.