Client
Maggie's Project
Brand Identity
Role
Brand DesignerScotties in the City is a public art trail launching in Glasgow in summer 2026, created by Maggie’s cancer support charity in partnership with Wild in Art. The trail, featuring 50 giant Scottie dog sculptures, each individually designed by local artists, will generate vital funds for Maggie’s services across Scotland.
To build excitement and engage a wide audience, the project required a bold and playful brand identity that captured the energy of the trail, the humour of Glasgow, and the warmth of Maggie’s. The identity needed to inspire participation from sponsors, artists, schools, and the public, creating momentum and anticipation in the lead-up to the event.
Challenge
Scotties in the City needed a visual identity that captured the spirit of Maggie's, while celebrating Glasgow's culture and sense of community in a fun and accessible way. The challenge was to create something that felt connected to Maggie's existing brand while also having its own distinctive identity.
Solution
The final identity combines bold illustrations, playful typography and a vibrant colour palette to create something that feels welcoming, energetic and full of personality. A Scottie dog wearing a traffic cone offers a playful nod to Glasgow's iconic Duke of Wellington statue. The prominent use of Maggie's orange creates a clear link to the charity, while a supporting colour palette gives the trail its own distinct character. Hand-drawn brushstrokes reinforce the event's creative spirit, resulting in a joyful and engaging identity.
Results & Impact
The identity gave Scotties in the City a bold and playful presence that resonated with Glasgow’s culture while reflecting Maggie’s warm and supportive ethos. The visuals created excitement and anticipation around the trail, generating engagement from sponsors, artists, schools, and the public.
