William Morris Design Line
Branding a community-focussed design route in Walthamstow.
- IDENTITY
- CAMPAIGN
About the project
William Morris Design Line is a walking trail through Walthamstow, celebrating creativity, craft and making across Blackhorse Lane and the Argall Industrial Area. The cornerstone of the brand identity is the alignment of the letter “I” within the stacked name. Lining up these letterforms suggests a trail on a map — a fitting reference for an event explored on foot. The project combines event branding, campaign graphics and website design, using that simple typographic idea to connect the different places and participants under one recognisable identity.
Scope of work
- Brand identity
- Logo design
- Campaign graphics
- Printed programme design
- Website design
- Signage
- Billboard design
Deliverables
The aligned “I” letterforms provide the starting point for a wider graphic language. These simple line marks can be repeated, extended and rearranged into dynamic patterns and expressive compositions, giving the brand variety without losing its connection to the wordmark. A bold yellow-and-black palette keeps the identity recognisable as the marks change in scale and arrangement. The system carries across mobile layouts, the printed event programme, signage and billboard design. What begins as a detail in the typography becomes a distinct, ownable brand identity, rooted in the name and the walking trail itself.