Case Study
Sustrans
Paths for Everyone report
Sustrans are a charity who work towards making it easier for everyone to walk and cycle in the UK. This report was needed to present data that Sustrans had spent two years collecting, in order to present their case to Parliament in a campaign to raise £2.8 billion over 10 years to develop the cycleways across the UK.
The design of this review of the National Cycle Network had to convey to Parliament, Sustrans’ vision for the future of the Network. To help them understand its value not only in terms of carbon-free transport, but also in mental and physical health benefits to the community and understand the funding required.
Delivered
Paths for Everyone report
In print and digital PDF
A template for area action plans
First considerations - branding
The first thing to consider about the report was the brand we would use.
The identity used for signage on the Network was designed by London designers Jock Kinneir and Margaret Calvert in 1965 and the design has remained ever since on our road systems.
The report needed a brand based around this to keep its identity. However, signage has requirements of its own; high contrast, large and bold for road users to see at a distance. A bit too ‘hot’ to read close up onscreen or in your lap.
The report would have to be far less intense but, at the same time, there would be some infographics and data to visualise, and I wanted to try to tune into some of the timeless qualities of two iconic transport brands; London Underground branding and the New York Metro.
The report interior
The main sections of the report fell into five sections which, Sustran’s Marketing Manager Kate Strange, made into five snappy headings that became a key marketing message: Run it, Fix it, Grow it, Love it, Fund it. These became this graphic above that introduced those sections.
The report interior has many diagonal shapes to give it some movement. Having said to myself that I wouldn’t fill it with arrows, I did, actually, fill it with an arrow head shape to create movement and dynamism considering the paths are about travel and movement.
Section dividers provided an opportunity to use some of Sustran’s beautiful photographs from stunning scenic routes.
Its amazing to be able to share that the funding was approved and that will bring great improvements and enlargement of the Network over the next decade.
“At a time when inactivity and obesity are a national health crisis, congestion clogs our cities, air quality is increasingly toxic, green space is systematically eroded and traffic-free walking and cycling is scarce, the Network is needed more than ever.”
