Branding Pen-y-Graig Woodland Centre

Pen-y-Graig is an innovation devised by James T Cooke of Standing Start Solutions to help Medics, Veterans, the Police and Firefighters to overcome mental health, stress, depression and traumatic experiences through a structured programme of care.

Based on the ancient woodlands of Monmouth, Wales, Pen-y-Graig provides care and therapy for emergency service professionals through physical woodland activities, education and clinical therapies.

Conceptstore Design Studio was hired to create a full brand strategy for the organisation, allowing us to establish where this solution would fit in the marketplace, how it would differ from similar organisations and how it could promote itself through strong messaging and a creative brand identity.

The Pen-y-Graig Brand Strategy.

Our initial task was to establish Pen-y-Graig as a new one of a kind service by finding competing organisations carrying out similar services.  Brand names such as Help for Heroes, BlueLight and The DNRC popped up in our search. These were big charities focused on fundraising and signposting resources.  We found smaller woodland training camps focusing on environmental awareness and retreats.  Lastly, we found coaching companies who transferred their personal development skills to accommodate veterans with commercial coaching packages. 

Despite the widespread array of services in the sector none were offering what Pen-y-Graig could; a structured programme of care for all types of emergency service workers backed by the NHS.    

To confirm the brands market position we investigated further and differentiated that:

  • Large charities were not competitors of Pen-y-Graig but potential referring partners.
  • Smaller organisations could compete with Pen-y-Graig with Woodland Skills education but none offered a structured programme of care with clinical therapy attached. 
  • Coaching companies focused on coaching but no physical or clinical therapy was included.
  • Most organisations catered for Veterans or a single type of emergency service worker but none catered to them all.

By looking at the competition we were able to create Pen-y-Graig’s own space in the marketplace as a unique operator with an authentic brand proposition.  

Pen-y-Graigs Brand Proposition:

We are the only accredited Woodland Centre that heals the minds and bodies of emergency services staff and veterans in a time of fast-paced stress and anguish within the public sector.
We are the only accredited Woodland Centre that heals the minds and bodies of emergency services staff and veterans in a time of fast-paced stress and anguish within the public sector.

Along with the brand proposition and brand positioning, we created Pen-y-Graigs:

  • Brand Values
  • Brand Language
  • Brand Mantra
  • Brand Vision
  • Brand Purpose
  • Brand Mission
  • Brand Messaging
  • Brand Identity

Following on from a complete brand strategy and identity guidelines, we went on to create supporting print collateral coupled with a new website to showcase the brand’s services.

The company has now launched, working both as an NHS partner and a charitable foundation.

View the full brand identity system



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