Born from a community’s passion for farming a rare-breed of sheep and through witnessing the decline of hill-farming on the moors, One Hut Full is a touring multi-sensory high-tech experience within a traditional shepherd hut – taking visitors on a journey through the past, present and future of hill farming on Dartmoor.
Drive Creative Studio developed the campaign brand, messaging, proposition, and visual identity of the project as well as developing the exterior hut design, an image-based responsive website, social media skins and promotional materials.
The identity stage explored the development of the logotype whereby the upturned ‘U’ formed an iconic representation of the orange shepherd’s hut whilst endorsing the project’s aim to turn perceived understanding of hill farming on its head.
A meaningful colour palette was developed to represent both seasonal change and the natural colours associated with the hut in situ on its nation-wide tour. Complimentary image styling sees contemporary treatments applied to historical photographs, further investigating the theme of old and new.
Derived from Baa Baa Black Sheep’s ‘three bags full’, One Hut Full’s meaning evolved as we expanded the brand messaging to incorporate the themes of the hut experience. The website homepage structure is a prime example, with sub sections divided into One Hut Full …of memories, …of truth, …of inspiration, … of action, etc.
The scrapbook styling represents themes of nostalgia as well as a collaboration of new and exciting ideas – both sympathetic to the cause and striking, to inspire and motivate interest and change.