Branding and Assets for a Trail Etiquette Campaign

We Share Trails is a campaign dedicated to education and awareness around trail etiquette.

With an increase in trails users seen across the province of Nova Scotia, NS Trails wanted to launch a campaign to address the challenges that arose with this demand to ensure that everyone can enjoy trails responsibly. The We Share Trails campaign is focused on promoting trail courtesy and mutual respect.

We utilized a campaign logo inspired by the nostaligia of vintage parks materials as it would appeal to the broad age range of trail users. A badge shape and a friendly chunky serif font was chosen to be the feature of this logo. We paired those with a deep chocolate brown along with a pop of teal to keep the campaign brand modern. 

The assets delivered were a set of posters to be printed out and affixed to trail heads as well as social media versions and images to be distributed digitally by the various trail associations across the province. The slogans used are all meant to be joyful, cheeky and always bringing awareness to positive behaviours, never shaming users only educating them. 

As we knew many stakeholders would be involved we made the graphics in Canva so the NS Trails team could continue to add more images and slogans as the campaign grows.