MassiveMusic Creates Brand New Sonic Identity for the National Trust

The National Trust and we at MassiveMusic have come together to capture the sound of Europe’s largest conservation charity from within. The Trust’s new sonic identity aims to help the 128-year-old charity with its ambition to develop a stronger, more inclusive brand, equipping them with new assets suited to the current sound-on world. 

Drawing inspiration from the Trust’s oak leaf logo, our creative producers at MassiveMusic London attempted to capture the sound of the flourishing nature. We studied and recorded sounds such as the latch of a gate opening, the creak of a floorboard – characteristic for older buildings – and a lock being wound. Novel recording techniques made sure that we could also capture sounds from a 19th-century aqueduct and a 17th-century merchant’s house, all sounds that are unique to the Trust.

The final result? A sound that gives us all the lasting fulfilment that stands at heart of the Trust experience. The sonic DNA track features a blend of traditional instruments, natural textures and electronic elements, while the sonic logo conveys the enduring memories hidden and preserved in all buildings, nature and art conserved by the Trust. 

Emma Byford, senior account manager at MassiveMusic said, “To be working with the largest conservation charity in Europe was such an honour for us at MassiveMusic. Music and memory are intrinsically linked with one another, so it was essential we created a sound embedded in people’s experience of National Trust sites. We worked collaboratively with the Trust and conducted extensive market research to ensure that the sonic identity would help with their ambition to be a stronger, more inclusive brand. It's been a truly inspiring and rewarding project to work on and we can’t wait for everyone to hear it.”

Starting with a soft crescendo, followed by a calming melody, and underpinned by a strong bass, the Trust’s brand new sonic identity will enhance brand recall whilst fostering an intuitive connection with nature, beauty and history. 

The goal? National Trust’s ambition to develop an inclusive brand – making sure diverse and young audiences all feel welcome for years to come.