Client
Maggie's Project
Brand Identity
Role
Brand DesignerScotties 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 project 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
The project required a visual identity that captured the spirit of the trail and a link Glasgow's culture and community, while being both fun and accessible, with a strong presence that would appeal to a diverse range of audiences. It needed to connect with Maggie’s existing identity while still feeling unique and recognisable as its own standalone brand.
Solution
The final identity features bold illustrations, playful typography and a vibrant colour palette. Its focal point, a Scottie dog wearing a traffic cone, offers a playful nod to Glasgow’s Duke of Wellington statue. Maggie’s orange was used prominently to maintain a clear link to the charity, supported by additional colours that gave the trail its own distinct identity. Hand-drawn brushstrokes reinforced the creative nature of the event, resulting in a joyful, engaging identity that built excitement ahead of the launch.
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.
