Urban Green

Trailblazing the way to a greener city


Urban Green Newcastle (previously known as Newcastle Parks and Allotments Trust) are an independent charity who manage, maintain, restore, develop and protect parks and allotments across the city. They’re on a mission to breathe new life into the city’s green spaces through events, activities and local business collaboration – they’re connecting the people of our city to the world around them. Making sure our green spaces stay open, beautiful and free for everyone, always.


In order to dig a little deeper into Newcastle Parks and Allotments Trust’s vision and values, we ran a number of workshops and one-to-one interviews with the board, operations teams and their wider stakeholders. And to get a real understanding of their audience(s), we spoke to them too – sending out a survey to our networks and interviewing a number of park and allotment users about how they use their green spaces, how they’d like to use them in future, and crucially, why these spaces matter to them.

Gathering insight in this way meant we had a solid foundation on which to build the brand, and this gave us a great basis to brief our creative teams.


Creating a new brand from scratch is an exciting challenge. For Newcastle Parks and Allotments Trust it meant a new name, a new identity and helping to define the overall brand proposition – it was important that we took the stakeholders on this journey with us and so we made sure that they were engaged and consulted throughout each stage of the process.

Having worked hard to understand the organisation and the people behind it, developing the brand proposition was a straightforward process, everyone we’d spoken to was so passionate about the charity’s cause and the impact they could have, that it was about articulating that in a way that would resonate with all of the audience groups.

Our naming strategy relied on finding something that was not only memorable and unique but positive, aspirational and had the flexibility to be rolled out to other areas in the future. Urban Green Newcastle fitted the brief perfectly but the strapline also had an important role to play in establishing the organisation’s ambitions and making clear it’s reason for being – ‘Breathing life into our parks and allotments’ creates this balance beautifully.

All of this work, including a beautifully written brand mantra informed the visual identity which was developed to work as well across print as it does across digital. To help the teams use the brand, we supplied a set of brand assets and created a number of templates, all supported by a comprehensive set of brand guidelines – which included guidance around tone of voice, imagery and logo usage.

We wanted to help launch the new organisation to the people of Newcastle so we developed a brand film to bring all of this work to life.


On 21 October 2019, in a packed-out event at Newcastle’s Wylam Brewery, Urban Green Newcastle was officially launched to the people and businesses of Newcastle. The event was a roaring success, with the new brand being revealed alongside an incredible lineup of speakers and the crowd pledging to support a bid to become the world’s second National Park City.

Reception for the new brand has been overwhelmingly positive, and we’re delighted to be able to continue to support Urban Green Newcastle as they transform the city’s parks and allotments.

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