Living Moors - the wonders beneath our feet
Challenge
Our challenge was to create a visual identity, tone of voice and a series of design and film assets to communicate the value and wonder of the North Somerset peatlands in an engaging and compelling way. The added challenge was that we needed to interpret a range of technical information and distill this down into a plain English summaries that would be understood by a broad range of audiences who were new to the subject.
The need to manage and restore our peatlands is becoming increasingly urgent. The North Somerset Peatlands comprise an extensive area of peat that has undergone drainage over the past two centuries. 50% of the areas peatlands have already been lost since the 1950s.
Peat might not look like much, but it’s one of nature’s superheroes!
Our approach
We explored a number of creative routes before developing the concept of the wonder below your feet. We use key facts to communicate the amazing properties of peatlands. Even though it’s hidden underground, peat plays a vital role in fighting climate change and protecting our communities. UK peatlands hold more carbon than all the forests in Britain, France and Germany combined. Healthy peat can hold up to 20 times its weight in water, helping to reduce flooding in nearby towns, villages and farmland.
Our work included the development of the name ‘Living Moors’ along with a programme logo, comprehensive visual identity, messaging set and the design of a range of assets including a pocket guide, fact sheets, postcard sets, exhibition panels, maps and educational resources.
The film team also visited the area and created a master film and social shorts featuring environmental organisations, farmers, landowners and members of the local community. The film explored the need to protect the peatlands and the multiple benefits these environments have for people, wildlife and the economy. Throughout, we worked closely with the North Somerset Council team to co-create the work and to ensure the project partners were involved and onboard.
The project has recently launched and the assets are now being used by a range of project partners to build support for protecting and restoring peatlands in North Somerset.
