KEECH'S SHORT TAIL TRAIL BRANDING

Raising much needed funds to support the work of Keech Hospice Care and community through an initiative inspired by Luton’s rich and diverse heritage.

Bonfire jumped at the opportunity to create the branding for the charity’s fundraising initiative. Keech Hospice Care were keen to build on the success and playfulness of their previous campaign working closely with Wild in Art, producers of public art events.

Utilising a theme inspired by the story of the tortoise and the hare, a number of animal sculptures were uniquely decorated by a selection of artists. 60 hares and 30 tortoises were placed around Luton’s key landmarks, streets and open spaces.

The public were encouraged to download the app and ‘collect’ the sculptures as they discovered them walking the trail.

Bonfire was tasked with naming the event and designing an identity that would engage people of all ages. Our response was “The Short Tail Trail” and we created a playful brand logo, which incorporated simplified tortoise and hare silhouettes within a customised font.

To support the logo, we also produced a set of brand guidelines which incorporated additional graphical devices to enhance communications for the charity and third party users.

As The Short Tail Trail initiative came to a close, the sculptures were auctioned off, raising thousands of pounds for Keech Hospice Care.