Dartmoor Partner is a family-focused online walking directory that helps people explore Dartmoor with confidence. This project involved building a complete brand experience rooted in trust and usability for the public.
The Dartmoor Partner project was developed to create a walking membership platform specifically designed for families. Over six months, we shaped a complete brand journey, from messaging and tone of voice to route content, website design, and community launch. The aim was to deliver a friendly, practical, and locally trusted directory that now supports families with downloadable routes, events, a store, and branded experiences.
This project was created to build a purpose-led business that felt local, useful, and emotionally connected to the landscape it represents. With careful tone, strong design, and consistent rollout, we helped the brand avoid becoming too corporate or generic. The result is a user-friendly platform with automated flows, partnerships, and tools that give families everything they need to explore Dartmoor together.
BRAND SNAPSHOT
To tie the identity work together, we delivered a condensed brand kit that outlined Dartmoor Partner’s unique positioning:
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Audience: Outdoor-loving families and parents seeking meaningful time in nature
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Key message: Discover Dartmoor together, one family-friendly walk at a time
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Market positioning: A warm, trusted local alternative to generic walking apps and guidebooks
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Tone of voice: Clear, friendly, human, and emotionally resonant
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Brand archetype: The Caregiver, with a hint of the Explorer
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Buyer persona: Thoughtful, curious parents who value time outdoors and trust in local recommendations
This identity summary brings clarity to the brand’s purpose and message, and shows how the strategy flows through every creative and practical decision across the project.
Identity & Messaging
We developed the full tone of voice, key messages, and audience positioning for Dartmoor Partner, creating a distinct identity rooted in clarity, trust, and warmth. The identity work shaped every aspect of the experience, from microcopy to route descriptions, ensuring the brand felt relatable, grounded, and confident from day one.
Branding & Guidelines
We crafted the visual styling across colour palette, typeface, icon design, layout styling, and brand asset kits. This included design work across social channels, route PDFs, newsletters, and email templates. We also created a tone of voice kit to ensure consistency in messaging and design.
Website Design & Build
The website was designed and built to scale with dynamic route content, a searchable walk directory, blog, store, member login area, and interactive map. The build includes event listings, membership plans, a badge system, and custom flow automations. Every page is designed with mobile usability in mind, ensuring a seamless experience across devices.
Marketing & Support
We continue to support Dartmoor Partner with brand rollout across all touchpoints, from seasonal campaigns and event launches to partnerships and digital design. Our ongoing support includes social media design, strategy development, branded content, and community-focused marketing—all ensuring the brand continues to grow in visibility and impact.
