Brief: To create a new brand identity that differentiates The Parks Trust from a bunch of gardeners!
The Parks Trust is the independent charity that cares for many of Milton Keynes’ parks and green spaces – responsible for managing 4,500 acres of green spaces – 20% of the new city area. The Parks Trust needed to revolutionise their image and invited a number of companies to tender.
Initially Visual Identity explored what made The Parks Trust truly unique and then devised a strong communications document to support the proposed identity. To best demonstrate The Parks Trust’s aspirations, qualities, values and unique personality, to residents, stakeholders and partners, Visual Identity chose to defy the brief and suggest that the organisation change its name. VI suggested removing Milton Keynes from their title, thus giving The Parks Trust a more authoritative and clearly defined identity with no geographical limitations.
This delivery of the brand, supported by a number of bold graphic images, created a distinctive and modern day style that distinguished them from garden centres and landscapers. Since the creation of the brand guidelines, demonstrating application across all forms of visual media, VI have implemented these principals into many applications, from signage and uniforms through to print and websites.
VI helped create a perception of a leading organisation that will secure its future role in the success of Milton Keynes and set the standards for others to follow throughout the UK.