One magical story, multiple unique destinations
Landsec - Christmas Event Identities
Completed in a freelance capacity with the team at Umpf.
The challenge? Craft a unifying campaign concept that could flex across multiple locations, audiences, and activation styles - from large-scale immersive experiences to social content and localised in-centre moments - all while maintaining a cohesive visual story.
What emerged was a powerful over-arching creative platform that brought the magic of Christmas to life in a way that was both consistent and customisable. Each centre became part of a bigger narrative, with campaign executions tailored to local context, customer behaviour, and available space - all tied together by a single festive thread.
The brief
- Event identities
- Above the line advertising
- Event hoardings
- Social media design
When
2024
Developing the Landsec brand for a Christmas
The Landsec brand circle was adapted to become a flexible and consistent asset across all Christmas campaigns across 8 different shopping venues.
On brand and on-budget
The overarching campaign visual served as a unifying creative asset that maintained brand consistency while allowing for adaptation across the various campaign briefs, in a cost effective way.
The ice rink campaign extended across four distinct centres, each featuring a unique set of sponsors and strategic partnerships that had to be integrated into the campaign visuals.
Examples of above the line advertising
Buchanan Galleries, Southside and White Rose all took a different visual style - utilising clean snowy textures and festive fern trees, but still utilising the Landsec festive circle.
