National Trust

Luke and Charles, founders of lukecharles led the creative and art direction of this project while at Wolff Olins.

From an institution to an organisation for the future, the new identity for the National Trust builds on shared experiences and
an inclusivity that makes the Trust ownable
by everyone.

The National Trust looks after a breathtaking number and variety of beautiful and historic places. Each place, distinctive, memorable and special to people for different reasons.

The visual style is designed to welcome and inspire, communicating the Trust as
an enabler, allowing both ‘place’ and ‘supporter’ to take centre stage. This platform invites people to experience the National Trust: to visit, explore, respond, collaborate, join, give, volunteer and
take part.

A contemporary organisation that helps people belong to places, and places belong to people.

Consistently flexible

With no one place being
the same, the visual identity
had to be flexible
enough for each place to communicate its own personality, period and style — the extraordinary, the wonderful, the unique, the local. And accompanied by a continuing need to talk
to a variety of audiences both young and old.

Working across all touchpoints and their respective teams ensured the design solution met the needs of the organisation with flexibility at its
heart, while always communicating ‘one’ unified organisation.


Trust firsts

Within the first year of its launch membership increased by 600,000, visitor numbers rose 16% and volunteer numbers
by 11%.

A photographic competition launched by The Sunday Times invited supporters
to share their experiences
of the Trust. Six world class photographers including Massimo Vitali and Martin Parr were asked to start and inspire this competition.

11,000 entries were received, truly delivering
the ambition of the brand.
Many of these images
were used in the Trust’s communications.

Co-created a set of 4 typefaces with Paul Barnes, designer of the font for
The Guardian. An ownable asset for the Trust to become synomonous with the oak leaf and technically drawn to save space across all printed literature.


What others said

“Luke and Charles led the creative with an unstinting desire to deliver the right solution to our challenge. The task of refreshing the brand expression of
such a large, devolved organisation as the Trust
is huge; Luke and Charles worked tirelessly with great skill, humour and impeccable project management
to make it happen.”

Craig Robson —
Design and Visual
Identity Manager
National Trust (Whole Trust)