The Visitor Safety Group (VSG) believe that it is possible to protect and enhance our landscapes and historic properties, encourage public access and achieve levels of risk that are acceptable to society without over-intrusive interventions.

Every year millions of people in Great Britain and Ireland enjoy visits to our countryside, coasts and historic properties. Considering that several billion hours of time are spent on these trips, there are remarkably few serious accidents. In contrast there are many benefits.
The Visitor Safety Group believe that it is vital to balance such risks and benefits.
The challenge
Originally named ‘The Visitor Safety In The Countryside Group’, the legacy perception was of an organisation intent on stopping people enjoying the outdoors and built heritage of the country through banning orders and over-intrusive signage and barriers. Quite the reverse was actually true, with their aim of working with the property owners to develop more subtle means of informing visitors at appropriate points of risks whilst allowing them to decide how best to proceed based on their own appetite to risk.
Our approach
We worked to develop a more compact shorthand name, with a contemporary and friendly brand and visual identity system that helped to convey the feeling of humanity and enjoyment of nature and the built environment.
Project scope
Brand identity
Graphic design
Print & Publications design
Marketing communications
Website design









