000
Cloudred

Connecting communities through distinct event identities

Maine Preservation

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A man with a grey baseball cap stands with his back to the viewer, holding a Janeswalkme red flag and gesturing with his hands while addressing a diverse group of people in an outdoor, street setting. He is wearing a white hoodie with red text that reads 'JANE'S WALK ME' above a long list of Maine town names (including Auburn, Augusta, Bangor, and Waldoboro) and a small logo. Approximately nine other attendees are listening attentively; some hold reusable bags or coffee cups. The background features a large, old brick building with several windows and text indicating 'JEFFERSON ST', parked cars, and trees under a clear blue sky.

Jane’s Walk is a global festival of free, volunteer-led walking conversations inspired by community activist Jane Jacobs.

What We Did

We created a digital and event identity system for Jane’s Walk ME, supporting the annual Maine festival across web, social, on-site, and community-led touchpoints. Our work included website design and development, event branding, visual direction, photo library presentation, walk discovery tools, partner visibility, and a practical merch and field-design system for items such as walk-leader shirts, buttons, banners, flags, signage, and other volunteer-friendly materials.

Goals

The goal was to make Jane’s Walk ME feel welcoming, recognizable, and easy to participate in—whether someone wanted to attend a walk, lead one, browse past events, or sign up for updates. The brand and digital experience needed to reflect Jane Jacobs’ spirit of civic observation and neighbor-led storytelling while giving Maine communities a shared visual language that could flex across towns, partners, walk themes, and future festival years.

Challenges

The project needed to balance a global civic movement with a distinctly local Maine expression. The identity had to feel grassroots and accessible rather than overproduced, while still being durable enough for statewide use by multiple partners, volunteers, towns, and event formats. The merch and event materials also had to work in real-world walking conditions: easy to produce, easy to wear or carry, visible in group photos, and adaptable for different communities without losing the Jane’s Walk ME identity.

Results

The resulting system gives Jane’s Walk ME a clear public-facing presence for promoting walks, celebrating community participation, and preserving the festival’s visual archive. The website helps visitors understand the festival, sign up for updates, explore the photo library, and connect the statewide Maine program to the larger global Jane’s Walk movement. The event branding and merch approach extends that identity into the street, making walk leaders easier to identify and creating memorable, photogenic moments that strengthen recognition year over year.

Jane's Walk: Global goals, local walks
Composite image of Jane’s Walk ME festival print materials. On the left, a colorful poster for a Skowhegan walk is mounted on a gray wooden wall, featuring bold purple, cream, red, and green graphics, a small street-scene photo, a QR code, and the date “Sat May 4, 2024.” On the right, a tabletop display shows a newspaper-style Jane’s Walk ME flyer branded as a “Mainer” local partner edition, with hand-drawn-style purple typography, red accents, QR code, hashtag, and messaging promoting free volunteer-led walking conversations across Maine.
Open magazine spread placed on a stone surface, showing a Jane’s Walk ME festival print ad on the right page. The ad uses bold purple, cream, and green blocks with the headline “Jane’s Walk ME,” location “Boothbay,” a small street-sign photo, QR code, and the date “Sat May 4, 2024.” The left page shows a Lincoln County magazine directory with photos of fresh produce, contrasting local editorial content with the bright event campaign design.
An outdoor photograph of a bus stop shelter, featuring a large purple poster on its back panel. The poster text reads - Janes Walk ME. The main section of the poster shows three interconnected circles: a green circle containing a small purple icon of the state of Maine with a heart, and a small purple circle on its left containing the text 37 TOWNS & CITIES. Intersecting the bottom of the green circle is a larger red circle with the text 55 WALKS. Below the circles, the date is stated as SAT MAY 4, 2024. The poster has light grey tape marks on all four corners. At the bottom right corner of the poster are the social media handle #JANESWALKME and the website JANESWALKME.ORG. In the foreground are large, weathered wooden planters containing dry plants.
Collage of Jane’s Walk ME festival merchandise and promotional materials. On the left, a poster taped to a glass-block window shows the Jane’s Walk ME flag graphic with the phrases “Walk this way,” “Talk this way,” and “Shop this way,” plus the date “Sat May 4, 2024.” On the right, two white ringer T-shirts are laid flat, one reading “Walk this way” and the other “Talk this way,” while a third photo shows someone wearing a Jane’s Walk ME shirt outdoors.
Janes Walk ME homepage view in desktop frame

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