Campaign for National Parks launches new website and visual identity to encourage more people to ‘keep beautiful places safe’

In preparation for its 75th anniversary in 2011 the Campaign for National Parks (CNP) (1) has undergone a facelift with a brand new logo and website (http://www.cnp.org.uk) launched today. 

The new logo gives CNP a modern, fresh and bold new look that re-asserts the charity’s objective of campaigning to protect and promote the National Parks of England and Wales.  The logo now incorporates the strap-line, ‘keeping beautiful places safe’ which complements the charity’s more campaign focused name and further highlights the core work of CNP in a direct and emotive way. 

The logo was designed by Burnett Works (3) who also designed and built from scratch CNP’s new website – (http://www.cnp.org.uk).  The website, which goes live today, uses CNP President Ben Fogle to introduce the work of the charity via a short film on the home page.  Throughout, the website plays on the strength of the visual imagery provided by the National Parks, with a backdrop of a stunning landscape on each page.    

Vicki Nice, Head of Digital at Burnett Works explains that:  

‘The revised information architecture is key to the website’s instinctive usability and accessibility, ensuring that both core and new audiences feel at home on the site. Using an Open Source CMS was a cost-effective way for us to deliver an enriched user experience on the site via functionality modules like the image gallery and interactive maps module. The design of the site pushes every aspect of the brand personality, with different sections adopting a different ‘viewpoint’ – transporting the user to beautiful places.’

As CNP looks to the next 75 years it wants to use the website to engage people in understanding and enjoying National Parks, and to highlight the very real threats facing them in the 21st century.  The site deals with some complex issues, but presents them in a way that is clear and engaging and continues to provide a breadth of information on CNP’s campaigns as well as resources on the family of National Parks and the issues affecting them.  

Kathy Moore is the Chief Executive of CNP and explains how important the website is to the charity – ‘The website will appeal to those people who already value the Parks for the recreation and respite that they offer.  It will give them an insight into how CNP is working hard to meet the challenges facing these landscapes and offering solutions to help to safeguard them both now and in the future. At the same time the website is a fantastic tool to help us to introduce new people to the Parks and to demonstrate the threats that they face.  But it’s no substitute for the real thing!  We want the website to inspire people to explore the Parks for themselves and then feel moved to come back to us and learn more about how they can help us to protect them.’  

The new website and logo are part of CNP’s commitment to increasing the number and range of people who know and care about National Parks and comes at an exciting time for the charity.  Having recently helped to secure the South Downs as England’s newest National Park, CNP is now eagerly awaiting the outcome of Natural England’s proposed extensions to the Yorkshire Dales and Lake District National Parks.  The team at CNP is also looking forward to rolling out a pilot project to explore how to make National Parks relevant to young people.  CNP will also be launching a brand new Park Protector Award with the first winner announced in 2011.

Ultimately, CNP hopes that the new website and logo will boost the number of people interested in the National Parks, which in turn will help to discover the next generation of outdoor enthusiasts who are passionate about wanting to help to protect and promote these iconic landscapes in the future.

-Ends- 

For more information: 

Joanna Hall, Communications Manager 020 7924 4077 ext 224 / jo@cnp.org.uk or 0781 758 2488

Amy Peters, Website Manager 020 7924 4077 ext 230 / amy@cnp.org.uk 

Notes to editors 

(1) The Campaign for National Parks is a national charity that campaigns to protect and promote the National Parks of England and Wales for the benefit and enjoyment of all.  It is the only charity dedicated to fighting the threats that face all thirteen of the National Parks and is the lead player in finding ways to engage under-represented individuals, groups and communities in National Parks.  

(2) Burnett Works is one of the UK's leading fully integrated agencies to the not-for-profit sector. Current clients include Virgin Unite, Friends of the Earth, CAFOD, RAF Benevolent Fund and The Camphill Family. Visit www.burnett-works.com for more information on the agency’s work.

Location: London
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