The North Barnes Farm Partnership
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Welbeck Land
Welbeck Land and their partners are working to tackle housing issues faced across the United Kingdom. Their vision is to set a benchmark, a new dawn for housing provision and community development, a sustainable alternative to traditional expansion — integrating homes, jobs, nature, education, leisure, and local food production.
The brand, rooted in the belief of ‘A growing community’, unites the partners. Together, they aim to create a thriving community that evolves through a harmonious blend of local and rural living.
We worked alongside the partners to guide the vision, positioning and offer across many channels — bringing clearly defined and evidence-based messaging to life in creative, emotive and engaging ways.
Disciplines:
Brand Strategy
Naming Strategy
Creative Direction
Art Direction
Creative Execution
Illustration
Client:
Welbeck Land
Links:
The North Barnes Farm Partnership
Marketing Consultant:
Karen Astbury
Digital Design:
Paul Summerfield
Motion Design:
Jack Rogers
Led by the iconic Cockerell logo and its bold and characterful tone the brand aims to win the hearts and minds of a diverse range of stakeholders, from government officials to local residents. By working collaboratively with existing communities the partnership wants to transform the NIMBY (not in my backyard) mentality into YIMBY (yes in my backyard) enthusiasm for creating a new place rather than just building homes.
A strong use of language is brought to life through a dynamic multi-weight typography style, creating impactful headlines with personality. Playful infographics are employed to simplify complex information while adding a touch of charm. The warm and varied color palette, grid systems and graphic shapes draw their inspiration from farming and food production and combine to create visually rich illustrations and layouts. Lastly, portrait photography captures the essence of community members with an honest and authentic style designed to resonate with the audience.
