Mícheál Douglas
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National Trust

Repositioning the National Trust away from its current perceived image; making it relevant to the modern visitor by bridging social media with tongue in cheek copy.

D&AD 2014 Brief

 The tagline conveys a natural understanding of beauty, ensuring that whoever you are, the National Trust is there to be explored.

The tagline conveys a natural understanding of beauty, ensuring that whoever you are, the National Trust is there to be explored.

 Conveying the current perception of the National Trust, embracing its clichés so that audience can realise it isn't how it should be perceived.

Conveying the current perception of the National Trust, embracing its clichés so that audience can realise it isn't how it should be perceived.

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