The Problem
Only 12% of National Trust members are under the age of 44, because younger audiences perceive the brand as untrendy and boring.
A sister clothing brand to The National Trust to transform the way contemporary audiences perceive the organisation.
'Heralded' was my solution to re-engaging younger audiences with The National Trust. I developed a sister clothing brand which utilised esoteric and avant garde trends to transform National Trust locations into fashionable clothing for younger audiences.
Only 12% of National Trust members are under the age of 44, because younger audiences perceive the brand as untrendy and boring.
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The shirts are packaged as scrolls, with the story of where each design comes from on the inside of the packaging.
This creates an immersive and engaging unboxing experience which gives the consumer a journey through history.
By connecting with the story behind each design, young audiences are encouraged to see heritage as intriguing and relevant.
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