Case Study: National Trust builds a cohesive brand extension strategy with Skew

National Trust launches brand extension strategy in 2020 with Skew

The National Trust, a long-standing custodian of Britain's heritage, faced the challenge of extending its brand across various licensing opportunities without compromising its core values and identity. The organization needed a coherent strategy to guide its commercial partners, as its growing and diverse audience was not served by its limited visual assets and disparate design system. The vendor Skew was engaged for strategic insight, packaging, and communication services.

Skew developed a new brand extension strategy for the National Trust by first deeply immersing themselves in the Trust's world and then segmenting its audience. They identified six core themes that were turned into a flexible style guide with new design assets. This solution provided coherence and clarity for licensees, successfully communicating the Trust's values. The work was so effective that the National Trust received multiple nominations at the Brand & Lifestyle Licensing Awards.

National Trust