Discover Nature Award: Youth Outdoor Programme Brand Identity
Paul Mullen
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Posted Feb 2, 2026
Complete brand identity for nature connection programme. Logo design, reward system innovation, merchandise livery, and community-focused strategy.
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Project Overview
Developed a compelling brand identity for the Discover Nature Award, a programme by Borders Forest Trust helping 18-28 year-olds build deeper connections with nature through immersive outdoor experiences and tree-planting events.
Inspired by the childlike wonder of collecting forest treasures, pine cones, sticks, and stones. The brand embraces nature as an experience filled with awe rather than simply a destination to access.
Key Deliverables:
Brand Identity & Logo Design
Art Direction & Visual System
Brand Guidelines
Reward System Innovation (embroidered patches replacing certificates)
Merchandise & Livery Design
Social Media Assets
Community Programme Strategy
Design inspiration: treasures from a four-year-old's forest collection, embodying childlike wonder and the joy of discovery
Stylised Scots pine cone symbol embodying growth, resilience, adventure, and the potential for exploration
Bold, wayfinding-inspired typography acts as a guiding beacon, like a trail marker encouraging participation and reconnection with nature
Scout-inspired reward system: embroidered patches replace traditional certificates, creating tangible symbols of achievement and community belonging
Vibrant visual system designed for digital engagement across social platforms
Extended brand system with programme sub-brands maintaining consistent visual language
Nature-inspired colour palette reflecting outdoor environments whilst maintaining contemporary appeal
Brand livery across merchandise creating visible community identity for programme participants
Process & Approach
Discovery & Strategy
Collaborated with Borders Forest Trust to understand their mission of fostering immersive nature experiences for young adults navigating significant life transitions. Identified the need to differentiate from traditional outdoor access programmes by emphasising experiential connection and wonder.
Concept Development
Drew inspiration from personal observation—a four-year-old's forest treasure collection—to capture the innocent joy and curiosity that defines meaningful nature connection. This childlike perspective shaped the entire creative direction.
Visual Identity System
Created a stylised Scots pine cone as the central symbol, embodying growth, resilience, and adventure. Developed wayfinding-inspired typography functioning as visual trail markers. Built a vibrant colour palette reflecting outdoor environments whilst maintaining contemporary accessibility.
Innovation: Reward System Redesign
Recognised that traditional certificates often go unnoticed. Proposed Scout-inspired embroidered patch system where participants receive tangible badges of achievement. Each patch represents specific accomplishments or milestones, creating visible reminders that foster community belonging and encourage continued participation.
Brand Application
Extended the identity across merchandise, social media, and sub-programme branding (Discover Nature Camp), ensuring versatility across print, signage, and digital platforms.
Results/Impact
Delivered a welcoming brand identity that transforms nature connection into an accessible, meaningful experience for young adults. The innovative reward system replaces forgotten certificates with tangible community symbols, boosting engagement and creating visible markers of achievement.
Outcomes:
Complete visual identity system championing curiosity and action
Innovative Scout-inspired reward structure increasing participant engagement
Scalable brand architecture supporting programme expansion
Community-focused design fostering belonging and continued participation
Vibrant, nature-inspired aesthetic making outdoor experiences accessible to the target demographic (18-28 year-olds)
Strategic Insight
The Challenge:
Traditional outdoor programmes often emphasise access over experience, resulting in low engagement with young adults navigating life transitions.
The Solution:
A brand that celebrates nature as wonder—not just a destination—combined with tangible recognition systems that foster community identity and visible achievement.
The Impact:
Empowered Borders Forest Trust to connect with young adults through free outdoor events and tree-planting days, creating meaningful engagement beyond one-time participation.