Creative Concern is behind the brand for Brockholes, a new £8.6m visitor attraction in Preston.

The former gravel works in Salmesbury is being transformed into a nature reserve which will conserve and protect some of the region's most important wildlife.

Managed by the Lancashire Wildlife Trust, the 106 hectare site aims to attract more than a quarter of a million visitors each year when it opens in spring 2011.

Its centrepiece will be a visitor centre designed by Adam Khan Architects following a RIBA design competition. The ‘Floating World’ complex will include an exhibition space, cafe and restaurant and retail outlet.

Manchester-based Creative Concern won the £27,000 contract to develop the brand after a competitive process managed by the Lancashire Wildlife Trust, Northwest Regional Development Agency and Forestry Commission.

Creative Concern says it was encouraged to be "as ambitious as possible" with the branding and was briefed to show that Brockholes will be "exceptional to other wildlife centres".

The agency's research showed that many people found visiting wildlife sites "a passive experience" that was not geared for families. The brand values of Brockholes and accompanying visuals aim to appeal to all ages.

Helen Thomas senior designer at Creative Concern said: “The idea of interactivity is central to the Brockholes vision. The visuals have been developed to look as if visitors to the site might’ve created them - as if they’d been doodled or scribbled on to the wall. The language of the brand invites interaction and we want visitors’ experience to be an active one.

“We have proposed a number of ways to develop this interaction. The brand colours of black and white mean that internal walls lend themselves to giant blackboards – with fun headlines. Chalk pens can be provided for adults and children to leave their mark.

“Or a more hi-tech approach would involve using laptop stations with full branding and tempter items on screen to encourage interaction.”

The branding will be used across several formats including marketing materials, stationery, signage, in web banners and ads and also in presentations.

There will also be branded items for staff including t-shirts, weatherproof clothing, pens and key fobs.

And it could be used on consumer products including bags, mugs, pencil cases and badges.

The brand guidelines include procurement procedures to minimise any impact on the environment, as well as encouraging the use of local suppliers and craftspeople.