Background and brief
In March 2020, Welsh Government announced its intentions to create a National Forest. The National Forest for Wales will run the length and breadth of the country through a connected ecosystem of ancient and new woodlands.
jamjar was commissioned to create the National Forest for Wales’ new brand along with a set of communication assets which would help communicate its benefits.
From the outset, Welsh Government wanted the people of Wales to feel a sense of shared ownership and feel part of the creation of the National Forest, so we involved the public and key stakeholders in the brand development.
Our brief was to create a bilingual brand which would engage and inspire, be distinct and recognisable, and be easy to apply and understand.
While a separate brand in its own right, as a complementary initiative to the Cymru Wales brand, there needed to be some degree of cohesion.
Research and insight
As with all our branding projects, phase one involved a lot of research. We visited forests, we studied forests, we spoke about forests…we lived and breathed forests!
We thought about how forests and trees make us feel, and we asked others the same question.
We quizzed the team at Welsh Government about the plans, aspirations and benefits of the National Forest and we carried out a brand discovery workshop with key stakeholders.