Project Snapshot
We created the overarching creative direction for Landsec’s 2025 summer event programme, spanning Gunwharf Quays, Westgate Oxford, St David’s Cardiff, Bluewater, Braintree Village, White Rose and Clarks Village. Rather than seven centres running seven separate looks, the campaign unified the programme under one flexible visual identity that was able to adapt from food festivals to mini golf activations while still feeling like one cohesive piece of work.
The Concept
We worked with an external illustrator from our network of talented freelancers to develop the initial concept, drawing on popular inspiration from artists like Mr Doodle to land on a doodle-led idea that felt current and on brand for the audience. That audience wasn’t just younger families, so the illustration style had to have enough character to appeal to kids while still feeling cool enough that it wasn’t dismissed by everyone else walking through the centre. Once the concept was approved, we built it out into a comprehensive set of guidelines that would form the base for consistency across every event taking place at each centre.
What We Created
The guidelines covered how the illustrative style should be applied, with doodles tailored to work visually alongside each individual event and its brand colours. Alongside those event-specific sets, we created a more generic suite of illustrations that could be used across events without a distinct theme of their own, giving each centre something to work with whatever was in their summer programme. From there we adapted and rolled the creative out across the portfolio, expanding the illustrative suite wherever it was needed. Once we got into the detail of each event, that often meant creating new and additional elements to work with specific formats and specs, making sure the illustration worked to its maximum potential rather than being stretched to fit.
Overall Impact
Seven centres ran their summer programmes under one creative direction, with events as varied as food festivals and mini golf all sitting within the same illustrative identity. The guidelines meant consistency held across the portfolio without every centre needing bespoke creative from scratch, and the flexibility built into the illustration suite meant each event still felt tailored to what it actually was. Bringing in a specialist illustrator from our freelance network gave the campaign a distinctive style it wouldn’t have had otherwise, while the direction, guidelines and rollout stayed with our team throughout.
