THE LICKEY HILLS 10K
OVERVIEW
The Lickey Hills 10K is a new monthly run established by a local running group, celebrating the natural beauty, history, and folklore of the Lickey Hills. The brief was to create a visual identity that captured the area’s outdoor spirit, storytelling, and unique charm, inspiring participation and community engagement.
STRATEGY
The concept drew directly from the Lickey Hills landscape and legends. Colours and textures were inspired by the rocks, pine forests, and diverse flora, while folklore narratives, including the tales of the devil and Harry-ca-nab, shaped illustrative motifs. The identity aimed to immerse participants in a sense of place, blending natural cues, tactile elements, and historic storytelling to make the run feel connected to its environment.
OUTPUT
I designed the full identity system, including logo, colour palette, illustrative motifs, and collateral such as leaflets, signage, and wayfinding. Layouts followed natural angles echoing the hills’ contours, while embossed textures and foresty signage added depth and a tactile, outdoor feel. Folklore-style illustrations integrated local legend, reinforcing the historic and narrative quality of the run across every touchpoint.
IMPACT
The Lickey Hills 10K identity transformed a local run into a visually rich, immersive community event. By embedding landscape, legend, and texture throughout, the branding fostered a stronger connection to place, encouraging participation and enhancing the event’s cultural and environmental resonance.
