Marketing Sheffield
The Outdoor City

Celebrating the outdoors in the UK’s greenest city

 

Following the success of Our Favourite Places, Marketing Sheffield approached us to create a brand that celebrates Sheffield’s outdoor offer and highlight the many opportunities to be active in the city.

We held workshops with a range of city stakeholders to fully understand the offer. We listened to what they wanted to achieve and communicate from this new brand. As a result, we agreed with the client that we should focus on four activities that had higher than average participation than other UK cities: climbing, cycling, running and walking.

We devised the name Sheffield: The Outdoor City. We created a series of messages and a brand identity with assets for print, digital, social, signage and merchandise.

A running group gathers around a board showing an Outdoor City run route with map, text and graphics on black

“The whole team take time to listen and understand client requirements, and then deliver intelligent solutions.”

Wendy Ulyett, Marketing Manager, Marketing Sheffield

Green Outdoor City Run Routes waymarker on wooden post
Blue Outdoor City Run Routes waymarker on wooden post with person running uphill to right

Keep on running

 

The success of The Outdoor City brand brought more opportunities for the city to promote its outdoor offer. The city received funding from England Athletics to encourage people across Sheffield to take up running. We developed a brand to deliver this project and worked with running clubs and local communities to develop routes.

We handled all elements of the Run Routes brand from copywriting and tone of voice through to photography, illustrations and maps for each route. We created printed guides, large format maps and interpretation panels. We also created digital assets for use online and social media. And we produced colour-coded way markers to line each route. We project managed each element and all contractors, and met every deadline.

There are now 16 Run Routes across the city, in most of the major parks and green spaces. Dig out your trainers and give one a spin.

The Outdoor City Run Routes logo in orange and Traffic-free Trails graphic in grey, blue and green on black background
The Outdoor City Run Routes logo in orange and Concord and Woolley Wood bluebell and tree graphic in blue and green on black background
The Outdoor City Run Routes logo in orange and Bradfield and Damflask graphic in red, blue, orange and green on black background
The Outdoor City Run Routes logo in orange and Ecclesall Wood train and tree graphic in red and green on black background
The Outdoor City Run Routes logo in orange and Graves Park graphic in red and green on black background
The Outdoor City Run Routes logo in orange and Lowfield graphic in red, blue and green on black background
The Outdoor City Run Routes logo in orange and Manor Field Park flower and turret house graphic in red and green on black background
The Outdoor City Run Routes logo in orange and Ponderosa and Crookes Valley Park tree and water graphic in red, blue and green on black background
Series of six printed trail maps
Printed trail map unfolded to map page

“Quick to respond, flexible and extremely supportive of us as a client. Eleven always fulfil their promises. They never under deliver.”

Wendy Ulyett, Marketing Manager, Marketing Sheffield

One red and one blue Outdoor City Run Routes way markers on dry stone wall

#theoutdoorcity has 50k posts on instagram

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#theoutdoorcity has 50k posts on instagram •

A runner looks at a poster for the Outdoor City Run Route in Ecclesall Wood
Three runners run over grass with view of Sheffield city centre in background

Run Routes photography by Gemma Thorpe

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