DESIGNING THE UK'S WATERWAYS
KINNEIR DUFORT RAPIDLY GOT UNDER THE SKIN OF OUR BRIEF. THEY USED THEIR INCREDIBLY CREATIVE MINDS AND RESULTS-DRIVEN FOCUS TO DELIVER WHAT WE NEEDED, WITHIN REMARKABLY SHORT DEADLINES. THEIR TEAM HAVE BEEN AN ABSOLUTE PLEASURE TO WORK WITH THROUGHOUT.”
Nicky Wakeford - Canal & River Trust, Head of Marketing and Digital
We partnered with UK charity The Canal & River Trust to bring the new brand proposition of the Trust to the towpath through signage, wayfinding and brand activation. Our challenge was to increase brand awareness and increase volunteer numbers and donations.
We developed a system to enable seamless experience of the Canal & River Trust’s towpaths and waterways. Communicating information effectively and ensuring the brand identity was consistently applied was part of the challenge. Constructing physical elements to explore prototypes of the designs also helped to deliver a successful overall system to the Canal River Trust.
We used archways and towpaths to both sensitively integrate into specific elements, as well as stand out on the journey. The system and application was created to suit the raw nature of the surrounding architectural features, with balanced typography and layout to suit the information enabling richer guidance.
Before this project began, the awareness of the brand was low (at just 30%). Statistics from a before & after research in Birmingham showed that 75% of passers-by said the new graphics enhanced the feel of the area, and an impressive 45% wanted to find out more about the Trust’s work.
With two pilot launches in Birmingham and London, the program is set to be launched in multiple sites and destinations in the UK, including Manchester and Liverpool.