Viper Marketing & Communications Group

Regional Design Guide for Protected Landscapes

Viper Case Study

The Brief

Horses are a vital part of the rural economy in the South West but ill-informed decisions can whittle away the beautiful landscapes where they live. Over-grazing, poor choice of materials for stables, lighting can all have a subtle but cumulative impact. The real key to success would be producing guidance that was helpful and positive, not preaching or over-bearing. The tone of language, look and feel would be crucial.

The South West Protected Landscape Forum is working with of a number of regional partners to develop guidance to inform equestrian development in protected landscapes. The client group is impressive: British Horse Society, FWAG, Natural England, Dartmoor National Park, Exmoor National Park, Mendip Hills AONB, Quantock Hills AONB, Blackdown Hills AONB, East Devon AONB, Dorset AONB and South Devon AONB.

The Solution

Our first step towards a great end project had little to do with design and everything to do with project management. The client group was big and, rightly, everyone had to have their say. We invited them all on to our online project management system, Basecamp. Drafts and different text versions could be looked at and amended by everyone when it was convenient to them without having to meet. The whole team could see the latest version.

We helped the group create a target audience profile and gave her a name as we always do. This helps the client realise they are talking to a person and it helps to filter the style and tone of the overall design. What would or wouldn’t they respond to?

Distribution was going to be key. The team didn’t want lots of printed copies floating around. Between them though they had an impressive amount of coverage via websites and contact lists for email updates.

Awareness wouldn’t just happen virally with a publication like this. We helped by producing different articles to use as press releases, pdf posters that could be easily printed and recommending the launch waited until spring when people were thinking about going out and about. 

The Result

Horses, the Landscape and You balances information and advice that is simple, to the point and gives you links to find further information if you want. The design follows the South West Brand to reinforce that this is a ‘regional’ document. The images portray just how beautiful our protected landscapes are in the South West with horses adding to that value.

Partners came together for the first time to produce this guide. Meetings were held at key stages but Basecamp kept them in touch regularly and acted as the project bank. We know new partnerships have been forged because of this regional project.

The full document can be seen here