Client: Cairngorms National Park // Agency: Genoa Black // Role: Senior Graphic Designer
Brief: Design a social campaign to encourage responsible use and enjoyment of the Cairngorms National Park.
Solution: Collaborating with the team at Genoa Black, we developed a series of playful and engaging phrases to promote responsible waste management, adherence to designated paths, and anti-littering practices within the park. I designed the campaign logo, featuring the Cairngorms osprey and the strapline “Love Nature, Love Cairngorms,” to inspire participants to #Respect.Protect.Enjoy the park.
To ensure visual consistency, and adhering strictly to the brand guidelines provided by the Cairngorms National Park Authority, I ensured that all design elements were aligned with their established visual identity. I sourced and edited appropriate images from the Cairngorms extensive image library, manipulating images in Photoshop to offer a cohesive colour palette and uniform framing. The final solution effectively showcases the park’s stunning natural beauty, utilising bold, sans-serif typography to capture attention and create a lasting impact.
This attention to detail resulted in a campaign that not only promotes responsible behaviour but also reinforces the park’s brand values and enhances its public image.
My Role: Digital Design, Image editing, Logo Design, Campaign Messaging
