BRAND STRATEGY | IDENTITY | WAYFINDING | PRINT + DIGITAL ASSETS

WILD GOOSE TRAIL

A NETWORK OF OFF-BEAT TRAIL EXPERIENCES THAT EMPOWER PEOPLE TO CHOOSE SUSTAINABLE TRAVEL MODES

This university project challenged me to build a brand strategy, develop a visual identity, and create a series of targeted below-the-line campaign media to pitch a new sustainability-led experience.

  • Cycling and walking have been central to my life for a long time, and I’m always keen to support people who want to incorporate more sustainable travel habits into their everyday lives. Active travel brings incredible health, social and environmental benefits - especially when compared to car dependency.

    The research is clear - people want to walk and cycle more, but they are often intimidated by perceived safety concerns, lack confidence or aren’t sure where to go. I developed Wild Goose Trail to provide a supportive space for people to build their walking and riding skills, learn about their local area and feel empowered to confidently choose active travel.

    Wild Goose Trail collects old bike tyres and inner tubes and re-purposes them into rubber wayfinding signs. These signs are used by passionate Trail Makers to create networks of off-beat trail experiences that showcase the area and inspire the local community to move more.

The brand toolkit sets out the messaging and identity
The stencil typeface and scratchy texture conveys a fun, guerrilla-style urban aesthetic
The Trail Maker Starter Kit provides everything needed to create trails
A stamp card rewards people who recycle old bike tyres and inner tubes
The goose icon is a key wayfinding marker
On-the-ground trail signs are supported by a mobile app
Trails are mapped, shared and navigated on the mobile app
The unmissable Pink Goose bike tyre and inner tube collection point
The collection point sits on the counter-top in bike shops
A clothing line provides an additional revenue opportunities
Make it Pop Pink is central to the brand’s identity

THE PROCESS

  • Experimenting with different goose concepts

    EARLY EXPLORATION

    Early in this project, I knew I needed a distinct and instantly recognisable icon for the trail signs, akin to the wayfinding symbols used on public footpath signs. The stencil-style goose icon emerged following ideation and soon became a key character in the brand.

  • Pencil sketch of the final goose icon

    ICON REFINEMENT

    After rounds of refinement, I arrived at the final goose icon. The blocky, stencil-esque design helps convey the brand’s grungy, guerrilla-style aesthetic whilst also being distinct and memorable.

  • Digital artwork for the collection box

    COLLECTION BOX CONCEPT

    The Wild Goose Trail concept centres on sustainability, using recycled bike tyres and tubes to create wayfinding signs that guide people along the route. To inspire and encourage donations in an eye-catching way, I used the goose icon to design a 3D cardboard mock-up for a tyre and tube collection box, before developing digital artwork to apply to the outer finish.

  • Cardboard 3d mockup of the goose-shaped collection box

    PROTOTYPING THE GOOSE

    Creating the goose collection point by hand allowed for practical testing and helped me visualise its presence in real-world environments. I enjoy working with my hands and the tactile process of shaping and assembling the goose was a valuable part of the design development.

  • Responsive logos

    RESPONSIVE LOGOS

    The final logos and icon were designed to ensure consistent brand application across various platforms and materials, ensuring a bold and recognisable identity in any format.

“A tremendous folio piece of sound below the line media. Outstanding work in all areas of conceptual thought, layout, design and content. Well done.”

— DK, Mentor, LCI Melbourne
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