999 Design was given one task – to get British people walking in the great outdoors; not as easy as it sounds. Riding the momentum of a Summer of Celebration, 999 took inspiration from the London Olympics and Diamond Jubilee to create a brand evoking familiarity towards Great British heritage.
999’s solution championed discovery, galvanising the British public to explore their forgotten back-garden. This flexible identity utilised warm, earthy tones to evoke a sense of summer afternoons and rolling landscapes, whilst simple typography and illustration offered accessibility to the entire range of walkers.
The National Trust saw an astounding turn-out, in what was only their second annual walk. With over one million participants, the Trust reported a 276% increase on target for the range of events, as well as a 1,596% increase on website traffic.