Unlimited Potential | The Elephants Trail Campaign

The brief

The Elephants Trail is a project run by Unlimited Potential that brings people together to tackle disadvantage in Greater Manchester. Since 2019, it has created safe, welcoming spaces where people can talk openly, build trust and work side by side on issues like inequality and exclusion.

We worked with Unlimited Potential to create a bold and impactful identity for the project — including brand, campaign materials, digital content, animation and website — to clearly communicate what The Elephants Trail is and why it matters.

Our creative approach

The art direction for The Elephant Trails was grounded in honesty, resilience, and collaboration – values that mirror the project’s ethos. Visually, the identity was built around distressed elephant imagery symbolising strength, memory, and community, paired with a bold black-and-yellow colour palette that reflected both urgency and optimism. Strong typographic compositions and layered textures gave the brand a tactile, human quality, representing the idea of co-production – many voices and experiences coming together to form something powerful and cohesive.

This raw, authentic visual language extended across all print and digital materials, from posters and leaflets to social content and event banners, creating a consistent and recognisable campaign presence. Every design choice was made to balance grit and warmth – communicating the seriousness of the issues while celebrating collective hope and progress.

Motion and website design

When it came to motion, our challenge was to translate this static identity into a dynamic, narrative-driven animation without expanding the visual toolkit. We approached this by treating typography as a living, expressive element – a character that moved, reacted, and interacted with the voiceover. Through thoughtful pacing, rhythm, and visual emphasis, the typography mirrored key themes of connection, collaboration, and change. The result was an animation that felt alive, human, and deeply connected to the project’s authentic voice.

Alongside the animation, we designed and built the website for the Elephants Trail. We created a clear, accessible digital home for the project. The site supports storytelling, encourages exploration and makes it easy for people to engage with the campaign.

Sustainability was considered throughout, from streamlined performance to lightweight design decisions, ensuring the platform delivers impact without unnecessary digital overhead.

Results and impact

The campaign amplified awareness of The Elephants Trail across Greater Manchester and beyond. The animation and supporting materials were shared widely through community networks, social channels and policy forums, helping to embed co-production principles within local services.

Feedback from both participants and professionals highlighted how the creative direction captured the heart of the project — visually powerful, emotionally resonant and full of hope for lasting change.