Natural England is a government institution dedicated to conserving, enhancing, and managing the UK’s natural environment. Their work focuses on the protection of national parks; areas of natural beauty; and marine protected areas, ensuring these vital ecosystems thrive for future generations. Natural England achieves this through the establishment of nature reserves, as well as the regulation and management of landscapes, ensuring the long-term sustainability of the environment.

In their ongoing efforts to engage and educate the public about responsible recreation, Natural England approached Field to design a comprehensive suite of signage for four key ‘responsible recreation’ nature reserve sites across the UK. These sites hold significant environmental importance, the signage aims to guide and encourage visitors to support conservation efforts, ensuring their recreational activities do not negatively impact the natural habitats.

The suite of signage includes: welcome boards, informative messaging, and a range of icon-led A3 signs that convey both positive and neutral guidance, as well as warnings and negative messages where necessary. The designs influence visitor behaviour, motivating them through positive reinforcement while also clearly indicating consequences for actions that could negatively impact the environment.

The overall goal of this signage was to create a user-friendly and informative visual experience for visitors, helping them to understand the importance of conservation and encouraging responsible behaviour while they enjoy their visit. The icon suite and illustration style has a unique and naturally quirky aesthetic, but always keeps accessibility and clear communication as it’s primary motive. The extended identity includes a complete icon suite, an expanded color palette, illustrations, and the creation of a unique "Responsible Recreation" logo that embodies the initiative’s core principles. The signage suite is distinctive, modern, and visually striking.

The new signage system not only serves a practical function but also communicates Natural England's commitment to both education and conservation in a way that is visually compelling and easy to navigate. These new signs have been rolled out across the selected sites, helping to set a new standard for how conservation messaging is presented to the public. The design’s impact will not only enhance the visitor experience but also contribute to fostering a greater understanding and respect for the natural environment.