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University of South Wales

86-88 Adam Street


CF24 2FN

USW BA Graphic Communication

The National Parks Collection

The Problem:

“How might Graphic Design innovate UK tourism, and communicate the benefits of outdoor holidays and activities to urban inhabitants in the UK?” With holidays abroad still proving risky and uncertain for UK inhabitants, many are looking to ‘staycation’ in the UK. As well as this, the UK hospitality industry has a long way to go before it recovers from the devastating impact of Covid-19. However, our NationalParks and outdoor attractions have no shortage of unique experiences to offer – and for free.

The Solution:

The ‘National Parks Collection’ is a campaign created in partnership with the UK National Parks. It employs gamification and collection incentives, aiming to get UK urban inhabitants to explore & discover their National Parks. Badge purchases act as donations back into the parks, and tourists will almost certainly help revitalise small & local hospitality businesses at villages & towns along their journeys, stopping for food, drinks, and accommodation.


Samantha Ord