Natuurmonumenten - Nurturing a lifelong love for nature

Think of the feeling of cool soil in your hands, the sound of wind through the trees, or the quiet awe of an open landscape. This deep connection to nature is a vital part of the human experience. For Natuurmonumenten, the mission has always been to protect these feelings and places for everyone. The question they faced, and which we were privileged to explore with them, was how to ensure this love for nature is passed from one generation to the next, creating a bond that lasts a lifetime.

To find the answer, we knew we had to listen to the entire ecosystem of Natuurmonumenten. Through a collective journey involving employees, dedicated volunteers, members, and even those not yet connected to the organization, we mapped out the brand's identity. In our BR-ND Kitchen sessions, we brought these diverse voices together. We helped distill their shared passion into a clear purpose and a set of values, creating a new ‘Brand Heart Beat’ to guide them forward. It was a process of finding the single, unifying rhythm that connects everyone who loves nature.

The result is a future-proof brand and portfolio strategy that clarifies how Natuurmonumenten and its children’s brand, OERRR, can work together to nurture that lifelong bond with the natural world. More than just a strategy, this new Brand Heart Beat now pulses through the organization. It guides decisions and inspires actions, ensuring that every person involved is helping to cultivate a deeper connection between people and nature, human by human.

This journey with Natuurmonumenten beautifully illustrates how a deeply felt purpose can align a diverse community and secure a legacy for the future. It’s where purpose meets performance. Do you feel a calling to connect your organization’s past, present, and future into one powerful story? We invite you to join us in our mission to create thriving cultures, turning businesses into a force for good.