Here For Life Campaign | intu Shopping Centres

✒ intu Properties PLC was a British real estate investment trust, largely focused on shopping centre management and development. They had shopping centre sites across the United Kingdom and further, most notably intu Trafford Centre, intu Lakeside, intu Metrocentre, and intu Braehead.  

Developing a new brand-wide campaign for such a huge client was an agency-wide project, from Creative Director to me, then a Junior Copywriter. On our heads fell the burden of creating the campaign, a look and feel overhaul called Here For Life. Involving a complex series of copy constructs and visual languages, the campaign was designed as multi-year, multi-pronged execution.

Once the campaign brand book had been established, the campaign was entrusted to me to rollout, creating assets for a huge range of subjects and specialisms - from Christmas to summer holidays, dining to shopping, signage to on-site marketing. 

All these assets had to conform to the copy construct while staying true to the brand message of 'Creating Joy' and also retaining the functionality. It was my task to create many of the ensuing assets for intu - on-site marketing, signage, and similar. This included creative across all mediums; video, digital, OOH, and others.

The result was a cohesive and expansive campaign, easily the largest thing I had worked on to date, and a valuable skill development into how to be creative with heavy constraints.

Client: intu Shopping Centres
Designer/Art Director: Various
Company: Frame Agency