The document summarizes a design case for a proposed nature park and natural burial ground called Geestmerloo in North Holland Province, Netherlands. The initiator had been trying to establish a natural cemetery for over two years. The design team positioned the nature park in a way that emphasized its harmony with the natural cycle of life and death. Their branding and visual identity system incorporated representations of the four seasons to resemble the life cycle. As a result, the local community embraced the plans for the nature park, though the park has not been developed yet.

1. B2C Design Case
Geestmerloo
Back to Nature
Client:
Bohemia Personnel:
Geestmerloo
Marco de Boer
Leo Fleury
Carien van Leeuwen

2. Situation
North of Alkmaar (NL) a nature park may arise in the near
future. Besides many possibilities for recreation, a small part of
the park will be used as natural burial ground.
The initiator of Nature Park Geestmerloo was trying to get a
natural cemetery in the North Holland Province for over two
years. He’s a strong supporter of natural burial grounds and has
explored various ways to realize one. His concern is that the
plan might be canceled as soon as a cemetery is communicated.
In association with a local entrepreneur the plan grew to realize
the new park.

3. Target
• Position and communicate the nature park in a way that all
stakeholders support the plan.
Target group
• Neighbors and citizens of the larger city of Alkmaar
• People that are interested in natural burial grounds
• Undertakers in the Northern Holland province

4. Approach
The infinite circle of life and death is already a part of our daily
life. With core values like sustainable, open-minded and
harmony it makes sense to ‘experience the infinity of life in a
natural surrounding.’, Geestmerloo’s brand experience.
Lifetime is a natural cycle, we are born, we grow up and die. It
can be compared to four seasons of nature; spring, summer,
winter and autumn.
The identity should resemble that life circle.

5. Visuals
Back to Nature
Concept images
Three drafts of ideas
Four logo’s
Collateral
Homepage

6. Concept
Nature = Tree of Life = Infinite

7. Drafts
Three directions

8. Selected logo
in four seasons

9. Collateral
Letterhead

10. Collateral
Letterhead detail

11. Collateral
Business Card

12. Collateral
Leaflet

13. Collateral
Leaflet

14. Website
comes in four flavors

15. Website
comes in four flavors

16. Result
The park has not been developed yet. First goal succeeded: The
local community embraced the plans.

17. Draw things in
perspective.
For more information:
Marco de Boer marco@bohemiaamsterdam.com
Bohemia Amsterdam
Sint Pieterspoortsteeg 23a
1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555
bohemiaamsterdam.com