The Barnsley Metropolitan Borough Council launched the Barnsley Walking Festival to encourage residents of all ages and abilities to explore their local surroundings – promoting the positive impact walking can have on both physical and mental wellbeing. We partnered with the council to bring the initiative to life through a distinctive and engaging campaign.
While Barnsley offers a wide range of natural and local spaces to explore, many residents may overlook what’s on their doorstep or feel that organised activities aren’t for them. Encouraging widespread participation required a campaign that felt inclusive, accessible, and appealing to a broad audience.
There was an opportunity to reframe walking as something enjoyable, sensory, and open to everyone – not just a health activity, but a way to rediscover the borough. The challenge was to create a tone and visual identity that felt welcoming and inspiring, rather than prescriptive.
We developed a playful and engaging brand expression that celebrates the experience of walking. Through expressive illustration and light, approachable messaging, the campaign highlights the sights, sounds, and scents waiting to be discovered across Barnsley.
The visual language invites curiosity and exploration, making the festival feel inclusive and enjoyable for all ages and abilities. By focusing on the simple pleasures of being outdoors, the campaign encourages residents to reconnect with their surroundings – positioning walking as an easy, rewarding way to support wellbeing.
Barnsley council’s initiative was to encourage residents of all ages and abilities to explore their local surroundings, and to promote the benefits this can have on our physical and mental wellbeing.
Through playful illustration and messaging, Barnsley Walking Festival promotes the sights, scents and sounds to discover across the borough.
