Natuurmonumenten: nurturing a lifelong love for nature

The challenge

Think of the feeling of cool soil in your hands or the quiet awe of an open landscape. This deep connection to nature is a vital human experience. For Natuurmonumenten, the mission has always been to protect these places for everyone. The challenge they faced was profound: how to ensure this love for nature is passed from one generation to the next, creating a bond that lasts a lifetime.

Our journey together

To find the answer, we listened to the entire ecosystem of Natuurmonumenten—employees, volunteers, members, and even those not yet connected to the organization. In a series of science-based and playful BR-ND Kitchen sessions, we used our 23plusone emotive methodology to bring these diverse voices together. We helped distill their shared passion into a clear purpose and a set of values, creating a new ‘Brand Heart Beat’ to guide them forward.

The transformation

The result is a future-proof brand and portfolio strategy that clarifies how Natuurmonumenten and its children’s brand, OERRR, can work together to nurture that lifelong bond with nature. More than just a strategy, this new Brand Heart Beat now pulses through the organization. It guides decisions and inspires actions, ensuring every person involved is cultivating a deeper connection between people and nature, human by human. This is where purpose meets performance.

Do you want to connect your organization’s past, present, and future into one powerful story? Let's connect and build your next better, together. Contact Kim Cramer or Alexander Koene to start the conversation.