Having worked with their sister organisation, Walk England, on branding and collateral for events, Walk London naturally approached us to present proposals for a new series of leaflets, to promote their self-guided walking routes in and around London, which ranged from 15 – 152 miles.
The brief required us to not only entice people to take up the walks, but for each leaflet to become a useful tool for those following the route, to help plan and guide them by providing maps, highlighting significant landmarks and attractions along the route, public transport details and checklists for completing sections of the route.
Focussing on the varied profiles of people likely to use the routes, whether recreationally or as part of day-to-day travel, SEA created bespoke, stylised photography to compliment the look and feel of the chosen design. This included sourcing and directing models, location scouting and obtaining relevant permissions for filming. In addition to original photography, a series of library images were selected to draw attention to points of interest along each route.
Handling everything from design to high volume print, alongside producing co-ordinating posters and certificates, the team thoroughly enjoyed working on this unique project. The leaflets were such a success that a reprint was required shortly after launch.