The creative spark

The sculptural form of the book bench — with its peeled-back pages — inspired the campaign’s logo and visual system.

Designing a mark that reads as both book and bench posed a unique challenge, but the final logo strikes the perfect balance, achieving recognition without relying on literal detail. The accompanying campaign font mirrors the peeled-back shapes of the emblem, while bold colour contrasts and simplified forms create a distinctive and instantly recognisable identity.

A concept that unfolds

The peeled-back motif extends into a suite of graphic elements, revealing vibrant contrasts of colour and pattern that reflect the diversity and creativity of the communities and artists involved.

Benchy and friends

Hidden across Brighton & Hove, Benchy and friends invite you to sit, smile, and share a story or two. With expressive eyes and playful personalities, these illustrated characters bring the book benches to life, becoming the campaign’s friendly mascots – paired with conversational copy that encourages connection and curiosity.

The campaign toolkit

Artist, Sponsor, and Learner packs helped spark early engagement with key audiences and introduced the campaign in print. A full toolkit of digital assets – including social graphics, event banners, and campaign guidelines – was created for the Amaze team to roll out across channels throughout the year.

Keep your eyes peeled

In Autumn 2026, the streets, parks, and open spaces of Brighton & Hove will transform into an open storybook. Keep your eyes peeled for more creativity – and say hello to Benchy and friends along the trail. We can’t wait to see you there.