The "Moor to Explore" campaign celebrates Dartmoor’s rich heritage, rugged landscapes, and diverse opportunities for adventure. It is designed to inspire visitors of all ages to engage with the park through activities rooted in its unique history and natural beauty.

 

Concept Development

Using archival materials and historical photographs, the campaign delves into Dartmoor's past to uncover stories, activities, and landscapes that reflect with the park's possibilities. This research informs the selection of key activities to promote, such as guided hikes, cycling routes and cultural events.

 

Visual Identity

To capture Dartmoor’s charm, a suite of informal, sketchy illustrations and bespoke icons was developed. These hand-drawn visuals reflect the organic feel of the moorland. The icons represent key activities and landmarks, making them versatile for use across various formats while adding a cohesive visual language to the campaign. The campaign embraces a muted, earthy colour palette inspired by Dartmoor’s natural landscapes. This choice reflects the park’s rugged beauty and timeless appeal while creating a sense of authenticity and connection to nature.

 

For the "Moor to Explore" campaign, the chosen typography balances boldness with readability. Sutro Black is used for headers as this striking, robust font conveys strength and captures attention. Its bold weight echoes the rugged terrain of Dartmoor, making it ideal for titles, key messages, and branding elements. Gill Sans was selected for body text as this classic sans-serif font offers clean, modern lines with excellent legibility. Its simplicity complements the boldness of Sutro Black while ensuring accessibility across print and digital formats.