Collaboration with Jessica Henshall

A D&AD Design competition brief, requiring the repositioning of the National Trust to make it relevant to the modern visitor, shedding the image that it is a pastime for the older generation. The outcome aims to highlight the contrast of activities that are available at the National Trust, varying from visiting stately homes to kayaking and cycling. Built around the phrase ‘Not your average…’ and creating peculiar visual combinations, we wanted to pique the curiosity of viewers who may not be aware of the variety of what the National Trust has to offer them.

The campaign includes five poster adverts to be displayed across urban areas, capturing the attention of the city dweller looking to escape to nature after work ends. To further the outreach, we also envisioned an experiential event to be held in the centre of the city - a pop-up café styled as an outdoor space showing the contrasting indoor and outdoor elements offered at the National Trust.