Lincolnshire County Council required an identity for a new 'Keep Britain Tidy' campaign. Based around the concept of "Love Where You Live' I focused on the heart icon to hold the identity together. Lincolnshire is a county rich in history and culture and unrivalled in the UK for beautiful countryside. Consequently it was difficult to encapsulate into a single image, with that in mind I settled on an illustrative solution that in a clean, unfussy way featured many of those attractions, both urban and rural. This provided a flexibility for the colour palette and the option to utilise individual illustrative assets across other deliverables.