Love Glossop Winter Art Trail
Engaging Glossop’s Community in a Festive Art Campaign
Glossop Creates aim to empower and support Glossop’s creative community. Point North partnered with the Glossop Creates team to design a visual identity for the Love Glossop Winter Art Trail, a festive campaign pairing 24 local businesses with local artists in an advent-style experience.
Transforming Glossop’s high street into an art gallery proved to be an excellent way to raise the profile of Glossop Creates and the creative community, and the campaign received positive press from Manchester Evening News, Glossop Chronicle, and Visit Peak District.
CLIENT
Glossop Creates
SERVICES
Identity design
Print & digital
VIEW CREDITS
Defining the goal
Following a consultation with the community, it was clear that local businesses and creatives needed support to gain recognition for their skills and talents. To tackle this issue, Glossop Creates produced the Love Glossop Winter Art Trail using the Welcome Back Fund provided by High Peak Borough Council. Our mission was to encourage the community to participate in the art trail and support the ‘postcode economy’ by shopping local - driving footfall to the high street during a key sales period.
Crafting the experience
We designed a visual identity for the campaign materials, including a map and promotional posters printed with a risograph by Dark Peak Press. To make the experience more accessible, we rolled out the identity across a series of advent tiles for the Glossop Creates social channels, allowing people from High Peak and beyond to participate online.
Designing the identity
With a shipment of coloured ink from Japan being unlikely to turn up anytime soon, we were tasked with developing an engaging map design that could only be printed in black ink. To enhance the risograph’s naturally textured output, we integrated halftone patterns into the design paired with bold callout text. The result was a retro-style map that ensured a balance of style and, more importantly, usability.
We applied the visual style to the social media advent tiles with the addition of a festive colour palette.
User-oriented design
It was important to consider that families with young children would make up a significant portion of participants in the art trail. To ensure using the map was an enjoyable experience, we encouraged the team to reduce text where possible and make additional information accessible via QR code.
The rollout
Richard Knox and Lauren Riley of Dark Peak Press and Lauren Riley Design printed and hand-folded 500 maps in their studio at KIN.DER, a creative cooperative space in Glossop where locals came to collect the art trail maps.
Campaign results
The local community had an overwhelmingly positive response to the art trail, and the campaign received significant online engagement and media coverage. The online press reached 94.8K people, attracting 208 social shares and up to 900 daily visits to the Glossop Creates website during December. The social media campaign was also a hit, reaching 11.1K people on Facebook and a further 1.7K on Instagram throughout December. The art trail was shared far and wide by the artists and businesses involved, providing further organic reach.