Scotties in the City
Brand identity for a city-wide art trail in support of Maggie’s Centres.
Client
Maggie's 

Project 
Brand Identity

Role
Brand Designer
Project Overview
Scotties in the City is a large-scale public art trail launching in Glasgow in summer 2026, created by Maggie’s cancer support charity in partnership with Wild in Art. Featuring 50 giant Scottie dog sculptures, each individually designed by artists. The trail will raise vital funds for Maggie’s services across Scotland.

As part of the creative team at Mearns & Gill, I developed a bold and playful brand identity that reflects the energy of the trail, the humour of Glasgow, and the warmth at the heart of Maggie’s. The identity needed to build excitement and drive early engagement from sponsors, artists, schools and the public ahead of the trail’s launch.
The Challenge
Maggie’s needed a visual identity that captured the spirit of the trail while remaining adaptable across a wide range of applications. It had to be fun and accessible, with a strong presence that would appeal to varied audiences — from local businesses and artists to school groups and families.

The branding also needed to reflect Maggie’s visual identity while still feeling unique and recognisable as its own standalone brand, and offer a connection to Glasgow’s culture and community. The challenge was to create something distinctive and memorable, while remaining flexible and easy to apply across digital, print and environmental formats.
The Solution
The creative direction focused on bold illustration, playful typography and a vibrant colour palette. The brand’s focal point, a Scottie dog wearing a traffic cone, offers a cheeky nod to Glasgow’s Duke of Wellington statue and helps root the identity in the city’s humour.

Maggie’s signature orange features prominently in the colour palette to create a visual link to the charity, while additional colours were introduced to give the trail its own distinct identity. Brushstrokes and hand-drawn elements reflect the creative, artistic nature of the event and the final identity is vibrant, joyful and full of character.