Shelter has designed a map route ahead of its Sleep Walk for Shelter Christmas campaign. The walk aims to raise money to support the 135 families across Britain who become homeless every day.
For the hundreds of people expected to join this year’s ten-kilometre walk across the capital, the challenges for designers were making something that was completely clear for people to follow, visually pleasing and also in line with Shelter’s existing visual identity. So what to do? They decided that taking it back to basics with a slight nod to the logo on the right-hand side for those in the know was the way to go.
Speaking about it, designer Andy Ashton says, “Firstly, we wanted the route to showcase the beautiful and iconic landmarks of London. So we settled on a route that passes Southbank, the Tower of London, Tower Bridge, St. Paul’s Cathedral etc. to make the walk memorable, and spectacular for those taking part. Once we had the route planned, we then looked at making it reflect the house seen in the logo of Shelter so that when people walked the route and traced it on apps like Strava or the Nike running app, the route would reflect the Shelter logo. Reflecting that this is an event with a purpose”.
The Sleep Walk takes place on 5 December and will be a night-time fundraising walk open for all, beginning at Liverpool Street, across central London to Waterloo. See you there!