We took inspiration from outdoor brands and the Suffolk countryside we know so well, to create a recognisable identity to bring the campaign to life. Centred around an illustration with nods to the past, the chosen colours and fonts make it instantly one that’s noticeable and memorable. The strapline we created, ‘When you see this sign, please take your time’, delivered the message in a succinct, catchy way.
Our audience were Suffolk residents and those travelling into and around the county, so we used social media, both paid and organic, to reach them, along with a PR campaign. We also created a communications toolkit containing pre-written social posts, newsletter copy and posters which can be used by stakeholders such as parish councils to promote Quiet Lanes to their audience. At the heart of the campaign was a website which we designed, built and created all the content for, explaining what Quiet Lanes were, the best way to use them and a page which shows the location of all the Quiet Lanes now in operation.
