New Land Army

The UK needs to plant 1.5 Billion trees by 2050 to reach its climate targets.

The idea of New Land Army was to set up fitness branches where people can get fit while planting trees. The name and identity is inspired by the strength and community of the Women’s Land Army, who worked Britain’s farms and forests during WWI and II.

Many elements of the brand are inspired by the empowering, optimistic posters from the Women’s Land Army. This includes the unique typeface ‘New Land Sans’ which was inspired by an original WLA poster, and logo which was inspired by a WLA badge.

These elements are brought to the present, paired with graphic, camouflage shapes, that are the shapes of the plots where New Land Army will be planting trees.

With Nice and Serious