PNR Guyane
We wrote the French Guiana Regional Nature Park’s three-year communications strategy and designed its visual identity and brand guidelines, in line with the national charter for France’s regional nature parks.
The project
How do you give a nature park spanning six municipalities a single voice and a world of its own, without touching its logo?
The challenge
The French Guiana Regional Nature Park was created in 2001. It brings together six coastal municipalities: marshes, mangroves, forests and savannas, and residents of Amerindian, Maroon, Creole and Hmong heritage.
Its managing authority entrusted us with two assignments: a three-year communications strategy and plan; a visual identity and its brand guidelines.
Objectives:
- set a realistic, consistent course for communications;
- define the Park’s image, audiences and messages;
- make its actions more visible and easier to understand;
- keep the logo and the national brand guidelines of France’s regional nature parks.
The solution
First, an audit: interviews with the Park’s teams and management. Then work on its positioning.
The strategy sets out the objectives, audiences, messages and channels for three years. It translates into two plans, internal and external, and a best-practice guide with a section for each audience: staff, department heads, communications officer, delegates and management.
For the identity, we presented two directions. The Park chose the one built on soft shapes: solid silhouettes drawn from the territory’s fauna, flora and traditional crafts. The brand guidelines bring together:
- a palette of twelve colors, built around green and red;
- two typefaces, for headings and for body text;
- twelve icons, one for each of the Park’s main missions;
- illustrations: turtle, ibis, jaguar, amaryllis, dugout canoe;
- the rules for building a poster.
The results
Today, the Park has:
- an approved three-year communications strategy;
- two communications plans, internal and external;
- a communications best-practice guide;
- brand guidelines, with their icons and illustrations;
- a presentation template and a document template.
The brand guidelines open with a principle: an identity that is consistent, but not restrictive. The silhouettes serve as ornaments or as frames for a photo, like the turtle on the poster.
The brand guidelines show this world on posters, posts, a cup and a bag: these are mockups. The logo itself has not changed.
Gallery
