What does a conservation charity that looks after 250,000 hectares of land, 500 historic buildings, parks and gardens, 780 miles of coastline and over a million works of art sound like?

Over time, we’ve worked closely with the National Trust to develop a sonic identity that captures the sounds at the heart of its places and purpose while always feeling recognisably National Trust: a forward-looking brand rooted in nature, beauty and history.

Challenge

The National Trust tasked us with creating a sonic identity that did more than trigger brand recall. The sound needed to build an intuitive emotional connection to nature, heritage and care, while supporting the Trust’s ambition to become a stronger, more inclusive brand.

As the long-term relationship grew, the challenge became consistency with creative freedom. Every new campaign, no matter the audience or occasion, had to feel fresh and relevant without losing the warmth, openness and sense of belonging at the core of the brand essence.

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Approach

We started by ensuring the sound came from within.

To build the original sonic identity, we immersed ourselves in the places the National Trust looks after. We recorded a wide range of sounds, from the smallest handmade objects to vast landscapes, capturing the textures, atmospheres and acoustic signatures that make these places special.

Using experimental and novel recording techniques, we explored spaces themselves as instruments. A 19th-century viaduct. A 17th-century merchant’s house. Each location added its own character and resonance, creating a sonic palette that could never belong to any other brand.

As the sonic identity evolved, that same foundation guided every new piece of work. For the ‘Space to Feel’ campaign, created by Quiet Storm Agency, we curated music that could sit naturally within the Trust’s sonic world while helping it speak to new audiences. Extensive audience research ensured the chosen track resonated with both loyal supporters and younger, more urban listeners.

When the Trust later asked for a Christmas evolution of its sound, we returned to the core Sonic DNA rather than reinventing it. Familiar elements were reimagined with  seasonal warmth and sense of play, without losing the identity’s emotional grounding.

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Solution

The result was a living sonic system.

At its core sits a Sonic DNA track, blending traditional instrumentation, natural textures and subtle electronic elements. From this emerged a distinctive audio logo: short, hummable, and timeless, designed to leave a sense of calm fulfilment wherever it’s heard.

For ‘Space to Feel’, Bakar’s ‘Alive!’ was selected to soundtrack a story of exploration and emotional connection. Its upbeat energy, reflective lyrics and calming sonic profile aligned seamlessly with the National Trust’s values of inclusion, sustainability and self-expression. Selecting a British artist added local relevance, grounding the campaign in the same landscape as the Trust itself.

For Christmas, the sonic identity was adapted rather than transformed. Familiar festive elements like sleigh bells were woven into the existing palette, alongside a playful moment of woodland creature carolling. The result was a joyful, nostalgic adaptation.

Different expressions. One coherent sound.

Results

The National Trust now has a sonic identity that flexes naturally across touchpoints, from brand moments and social content to award-winning podcasts, national campaigns and seasonal activations.

Research into the ‘Space to Feel’ campaign showed that the audio strategy created a strong emotional response, boosting brand preference and driving organic engagement. Behavioural testing with a sample of 600 people from the National Trust’s target audiences revealed that content using music selected under the new strategy delivered a measurable uplift in brand preference, while audience testing showed a stronger connection with younger listeners aged 18–35.

Using MassiveMusic’s MusicIQ tool, the campaign also achieved a significant increase in audience match, indicating that the music was better aligned with how this audience thinks, feels and engages. The music ultimately became the most positively received element of the campaign, sparking conversation and drawing in new audiences who may not have previously seen the Trust as a place for them.

Awards

Transform Awards Europe 2025:
Silver for Best Audio Brand

Creativepool Awards 2025:
Bronze in Music & Sound

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