Sunderland Council

Building Communities Through People & Pride

The Cultural Spring is an exciting, ambitious project to get more people in Sunderland and South Tyneside to experience and be inspired by the arts.

Sunderland Council and Cultural Spring commissioned Sail to develop way finding and signage that encouraged people to pick up their litter. It was imperative that the signs stood out from past no litter campaigns. We focused on pride, keeping communities at heart. We conducted various creative workshops to discuss, gathered and collected ideas.

We wanted to encourage a high level of imagination from the residents, making the message their own, aiming to change perception that would influence behaviour and instil pride. It was soon clear that people are the heart of Sunderland, and they are the building blocks of the community. We worked with a range of diverse groups from 14-85 years old. The work gathered, messaging and conversations informed the final 10 signs, which can now be seen across the Western wards.

‘Sail Creative were an excellent company to collaborate with on this new signage commission for the west area of Sunderland. Mandy and Danielle were asked to design new signs to promote the clean and green project in the local communities. They put out suggestion boxes in community centres asking people what they thought of their community and held a number of creative workshops. The signs have taken the artwork and ideas of the local people and created bright and beautiful images. We hope these signs will inspire people to be proud and keep their community clean from litter.’


Emma Scarr

Co-Director, The Cultural Spring

Next Project