Bury Council


Irwell sculpture trail rebrand


Brand creation / Multi-platform applications / Signage

“A comprehensive and fully thought through approach has led the way for the creation of a strong, imaginative brand and positioning that meets our diverse requirements. Our new brand identity has clearly defined our national and international role.”

Tony Trehy
Arts & Museums Manager

The Irwell Sculpture Trail, which spans over 33 miles, is the UK’s longest public art trail. It features over 70 artworks by local, national and international artists in rural and urban settings. Its aim is to connect various aspects of the Irwell Valley, its people, its heritage, its parks and countryside using artworks in the environment.

We developed a brand strategy following extensive research in both local communities and the tourism marketplace. The logo was created using a tracing made of the trail from a map. This communicated the size and scale of trail, which was then broken down into easily digestible chunks.

This cultural project required the delivery of marketing collateral including signage, on-site digital interpretation, a website providing interactive and downloadable maps, QR codes, mobile apps, on-site audio guides, augmented reality and printed seasonal visitor guides.