Brecon Beacons hero image

Brecon Beacons

The light of the Beacons

Sometimes, place branding is about changing perceptions of a place. At other times, it’s about bringing some consistency. For the Brecon Beacons, that was long overdue. Businesses in the area wanted to promote their association with the Beacons. But with no overall brand, there was a danger of everyone doing it differently.

Everything had to work in Welsh as well as English












 

Our solution delivered that consistency and a real sense of ownership for those local businesses. The positioning was deceptively simple: “Our national park”. It supported the work of the National Park Authority, but emphasised the pride and engagement of the businesses – often local residents – too.

“We are getting substantial interest from companies who want to use the brand on their new brochures which they are producing right now for the new season!”

Jo Maurice

Communications Manager,
Brecon Beacons National Park Authority

We also focused on the role of the beacon and its light, providing direction and security, both physically and emotionally. That was then reflected in the visual identity. The logo has a subtle, angular beam of light across it; both photography and typography is treated using the same shape beam.