Million Mile Clean branding by Will Kinchin at Will Works

Surfers Against Sewage (SAS) hosts beach cleanups in Cornwall annually, but they turned their attention to a more ambitious goal: expanding the effort nationwide to organise the largest clean-up event in the UK, and possibly Europe. They launched the Million Mile Clean, calling on each of their 100,000 members to cover ten miles of beach, street, mountain, or river. Will Kinchin of Will Works created a brand for them, that physically connects with the environment (see the amazing sand art by creative team Sand in your Eye, below!) and inspires positive change. We talked to Will about his journey from being a rollerblading graphic design student to becoming a surfing studio owner and how he has used his creative talent for philanthropy.