Branding | Brand Identity Case Study

The 2026 Walthamstow Art Trail visual identity marks a major cultural branding project right on our own doorstep. Celebrating E17’s rich creative history, we were tasked with designing the visual identity for a 10-day neighbourhood exhibition. Our challenge was to craft a cohesive brand that would pay tribute to the area’s immense design heritage while building an accessible, engaging framework capable of connecting local independent creators, educational institutions and thousands of visitors.

Services

Brand Identity
Print Design

Partners

The creative direction for the Walthamstow Art Trail was rooted in the concept of local discovery and the literal act of “trailing”. Our strategy was to build a community-centric brand that celebrated the neighbourhood’s past and present. We introduced Patch – the official trail greyhound mascot whose silhouette is a nostalgic nod to the iconic old Walthamstow Dogs stadium and paired him with contemporary floral motifs as a subtle homage to local design legend William Morris.

By focusing on the shared experience of exploring hidden creative spaces, we crafted an identity that unified 165 diverse exhibitors under a single, authentic visual voice. This came to life in the physical map and trail guide we designed – a colour-coded directory that thousands of visitors carried throughout the 10 day event, turning a cohesive digital identity into a tangible, navigation-friendly tool out on the streets.

To bring this identity into the local landscape, we collaborated with street art organisation Wood Street Walls and illustrator Yukai Du to create a special celebratory mural on Wood Street. Featuring Patch, the mural captures the playful energy of the project and bridges the gap between the digital trail asset and the physical community.