Big Dog Art Trail for Julia’s House
Branding a public art trail with a charitable purpose.
Brand Strategy + Brand Identity + Marketing Comms
Jazzbones created the name, strapline and visual identity for The Big Dog Art Trail for Julia’s House, the Children’s Hospice. The brand brought artists, businesses and communities together around a public art event supporting the charity’s work.
Julia’s House and Wild in Art were developing a trail of individually decorated balloon-dog sculptures across Swindon. Each would be sponsored by local businesses, with the sculptures later auctioned to raise funds for the hospice.
The identity needed to be playful enough to invite participation and clear enough for sponsors and partners to use consistently. The name and strapline, “Swindon goes walkies!”, captured that spirit.
The logo brought a balloon dog, a paw and a paintbrush together in one characterful mark, connecting the subject of the trail with the creativity behind it.
Guidelines and templates carried the identity into sponsor packs, merchandise and social communication, giving the event a recognisable presence across the town.
Jazzbones also sponsored a sculpture, Pup Art. The trail’s farewell auction raised £165,800 to support Julia’s House and the families it cares for.
