Following the much-loved Snowdogs by the Sea, Martlets and Wild in Art returned with a fresh city-wide sculpture trail for Brighton & Hove. This time, the stars were snails, playful, vibrant, and full of meaning. Visitors were invited to follow the Snailway, discovering giant snail sculptures across the city before the grand finale auction. Beyond being a fun, family-friendly experience, the campaign carried a deeper message: slow down and appreciate life. The event captured imaginations locally and nationally, raising over £230,000 for Martlets Hospice.
To build on the momentum of Snowdogs, Martlets needed a completely new brand world for their next trail. The identity had to spark excitement, invite participation, and carry the campaign’s powerful message slow down, take notice, and enjoy the journey. It also needed to be practical: flexible enough for sponsors, volunteers, and an in-house team to use consistently across every touchpoint.
As lead branding partners, we worked alongside Martlets and Wild in Art to craft a distinctive identity from the ground up. We developed the logo, typography, colour palette, and playful “snail trails” that became a unifying design device across print, digital, and outdoor. Working with a copywriter, we shaped a warm, inclusive tone of voice to match. We also designed sponsorship packs and campaign guidelines, giving Martlets’ in-house team the tools and confidence to roll the brand out seamlessly.
The final trail featured 50 giant snails, each uniquely decorated by artists and displayed across Brighton & Hove (and even in London). The campaign not only encouraged exercise and mindfulness but also brought communities, businesses, and artists together. Social media lit up with #BeMoreSnail, creating a city-wide buzz that spread beyond the region. After a joyful autumn on the streets, the snails were auctioned, raising over £230,000 to support Martlets Hospice. A vibrant campaign, a lasting legacy and a reminder to slow down. #SnailedIt
