Since 2009, the Trustees of the Northmoor Trust, chaired by John Harwood, realised that the name of the charity was not engaging as it should. Whilst the organisation was close to the heart of many local people and supporters, it was clear to a newcomer that the way it was communicating was confusing. The Northmoor Trust was named after a road on which our Patrons lived and effectively operated using two ‘brands’, the Northmoor Trust and Project Timescape. Many of its projects had their own identity, sometimes better understood than the Northmoor Trust itself. Other projects, which I often referred to as our ‘best kept secrets’, had a much lower profile.
Over the last two years we have collectively thought hard about what we want to do, what we need to do and very importantly who we want to ‘talk to’. Realising that taking the bold step of changing the name of an organisation should not be taken lightly we embarked on reviewing our strategic plan and worked with creative experts and strategic thinkers. Many have heavily reduced their fees or have not charged us at all and we are very grateful to them.
Partners on our journey
Simon Middleton of Brand Strategy Guru, a charismatic strategic brand consultant, began the journey of discovery with staff, Trustees and some of our partners that led to the name Earth Trust being selected. Many people helped us along the way guided by a steering group of John Harwood, Robin Buxton, Ian Curtis, Doug Hulyer, Roger Clarke, Matt Prosser and Glen Fendley.
It was clear from the start that the Earth Trust could not engage with everyone – even though we would have liked to! Here we were lucky enough to work with Pat Dade and Les Higgins of Cultural Dynamics. Their values based research work helped us understand the values of people that currently support us and the environment and those that are most likely to be interested in future. The Earth Trust is about people and how they think, feel and act towards their environment, beginning at home, so understanding the values of our potentially very different audiences has helped shape our communications from the language we use to the tone, style and design of our website and materials.
The next, nerve racking, step was to design a brand mark that reflected all our hopes and aspirations. Susanna Cook and her Allies team set about the task with great energy and creativity and after external consultation linked to our values work we chose the design that we were comfortable with.
The Earth Trust brand mark
We recognise that many people are turned-off by the doom and gloom environmental stories that catch the headlines. We are convinced that our society and societies around the world have reached a turning point. If we are to have a future, with a healthy environment rich in wildlife, we all need to act and act now. These actions may be small changes to the way we live but together they will make a big difference.
Our brand mark conveys energy, growth, vitality and colour – a bright future. Earth is written as earth to say that we are about the earth, the soil and our connection as individuals with the soil.
Alberon worked with us to create a website in keeping with our new branding. There are more features to follow that will enable you to celebrate, connect, discover and imagine a positive future for us all.
Although it feels like it has taken us a long time to reach this point, this is only the start. If you want to get involved, hear more about us or just want to know more please get in touch.
We hope you like us and grow to love us in future.
Jayne Manley, Chief Executive