North Berwick Trust – A New Identity Rooted in Place

North Berwick Trust

North Berwick Trust is a long-established charitable organisation dedicated to supporting the local community. Originally founded in 1973 by North Berwick Town Council, the Trust has helped enhance recreation, education, amenities and wellbeing in the area for over 50 years. In June 2018, the charity evolved into a new entity, officially becoming The North Berwick Trust Ltd, marking a fresh chapter in its journey.

The Brief

With this change came the need for a new brand identity that reflected both the heritage and the future vision of the Trust. A creative pitch was issued, and I was invited to submit a proposal for the rebrand.

Creative Direction

Before putting pen to paper, I immersed myself in the town’s culture, character and visual language. I reviewed local branding, explored North Berwick’s online community spaces, and studied what locals associated with the town.

One image kept surfacing: the Bass Rock. A stunning natural landmark, certainly,but it appears in countless East Lothian brands, from sports clubs and cafes to visitor attractions. It is visible from many towns along the coast, not just North Berwick, and felt too generic to own.

I wanted something more distinct—something recognisably North Berwick, but less expected.

That led me to North Berwick Law, the ancient volcanic hill that rises above the town. On top of it sits a striking whalebone arch—a bold sculptural form, rich with local meaning. The original whalebones were replaced in 2007 by a permanent structure after centuries of wear and weathering. For me, this symbol offered the perfect blend of story, location and identity.