Natuurmonumenten

Nurturing a lifelong love for nature

Think of cool soil between your fingers. The quiet awe of an open landscape. That deep connection is a vital human experience. Natuurmonumenten exists to protect these places for everyone. The question ran deeper than any campaign: how do you pass this love from one generation to the next so it lasts a lifetime?

Listening across the ecosystem

We began by listening to the whole living system. Employees, volunteers, members, and people not yet connected to the organization. In a series of playful, science‑based BR‑ND Kitchen sessions using our 23plusone emotive methodology, we brought diverse voices together. From those conversations, a clear purpose and set of values surfaced into a new brand heart beat to guide the path forward.

From strategy to a living pulse

The outcome is a future‑proof brand and portfolio strategy that clarifies how Natuurmonumenten and its children’s brand, OERRR, work together to nurture lifelong bonds with nature. More than a document, this brand heart beat now pulses through the organization. It guides decisions and inspires action so every person involved helps deepen the connection between people and nature, human by human. This is where purpose meets performance.

Ready to connect past, present, and future into one story?

Let’s start the conversation and build your next better, together. Connect with Kim Cramer or Alexander Koene to explore what is possible.