Natuurmonumenten
culture
strategy
Feb 2020
Nurturing a lifelong love for nature | Natuurmonumenten
Cool soil between your fingers. A sudden hush in the trees. The kind of quiet that makes you feel part of something bigger. Natuurmonumenten exists to protect those moments for everyone. The question was deeper than any campaign: how do you pass that love on—so a first spark becomes a lifelong bond, generation after generation?
Think of the smell of wet earth after a rain shower, or the deep silence of a vast heathland. That connection with nature is a vital human experience, but in our busy world, that relationship sometimes gets clouded. Natuurmonumenten exists to protect these places for everyone. The question on the table, however, went deeper than a one-off campaign: how do you pass the love of nature from one generation to the next, so it lasts a lifetime? How do you ensure an institution with such a rich history stays relevant for the nature protectors of the future?
Our journey together
To answer that question, we started by listening to the full ecosystem. We brought together a diverse group of people: passionate employees and volunteers, loyal members, but also people who had no connection to the organization at all.
In a series of science-based and playful BR-ND Kitchen sessions, we used our 23plusone methodology. By looking at the organization through this emotional lens, we surfaced the deeper drives that connect all those involved. From these conversations, a clear purpose and set of core values emerged that together formed the new heart beat of the brand. This approach ensured the strategy wasn't imposed from the top down, but grew organically from the people themselves; human by human.
The transformation
The result is a future-proof brand and portfolio strategy that clarifies exactly how Natuurmonumenten and its children's program OERRR strengthen each other. The goal? Nurturing a lifelong bond with nature, from the first steps in the forest to old age.
This "brand heart" is much more than a strategic document; it functions as a living pulse within the organization. It guides decisions and inspires action. Every intervention now helps deepen the connection between people and nature. Together, we're building a world where nature isn't just protected, but where people can truly flourish in it. Building next better, together.