Studio Glass uncovers 1970s tagline to rebrand The New Forest

The New Forest, a historic national park in southern England where ancient traditions and free-roaming ponies define the landscape, faced a branding challenge common to many tourism destinations. It operated dual identities – Go The New Forest and Visit The New Forest – that created market confusion and diluted impact. For Studio Glass, tasked with consolidating these into a unified brand, developing an authentic representation of this unique culture was crucial from the start. The Dorset-based studio, led by Partners and Creative Directors Chris Johnson and Sammy Murphy, brings together over a decade of experience from top international design agencies. Johnson, originally from Sydney, moved to London to pursue brand design before relocating to Dorset, while Murphy, a London-born designer with a rich background in publishing and editorial design, refined her skills at The Sunday Times. Their combined expertise in brand strategy and editorial storytelling would prove essential for a project demanding both historical sensitivity and contemporary relevance. Working together with local business owners, commoners, local historians and representatives of the National Park, the studio sought to create an identity that truly reflected the community’s values and heritage while speaking to both locals and visitors. This collaborative approach led them deep into local archives, where layers of history would shape their strategic direction.