Reinventing The National Trust
As part of the Art Direction unit of my HND Graphic Design course, I had to act as Art Director on an exciting new project with The National Trust.
The National Trust wanted to reintroduce itself as the powerful connector between people and places. With a social trend developing where we spend less time outdoors and more time indoors, we are becoming disconnected from nature and places outside our immediate surroundings. National Trust wanted to be the driving force behind rebuilding this connection, but this needs to be done in a way that speaks to a modern audience.
I decided, as Art Director to reinvent the monthly newsletter the National Trust already produce and send to members. I changed the content to suit the new audience and to make a statement against the privilege and wealth the National Trust hoard. My idea was the keep the front and back pages very similar to the original newsletters while using the inside pages as a form of protest.
Using the back page element to create a cohesive advertising campaign containing both print and digital elements based on the needs of the client and designed with the target audience in mind.
