The Light is a leisure and retail centre in central Leeds, boasting a wide selection of food and drink, shopping and recreation outlets.
“Our Keys to The Light campaign had to be turned around at quite short notice and far’n’beyond were able to take our brief and turn it into a really attractive competition.
The campaign’s message has been communicated fantastically well across, print, social and website – helping to create a great stand out ‘feel good’ campaign. Well done far’n’beyond!”
Stephanie James, Marketing Manager
The ‘Keys to the Light’ is a year-long campaign in association with Radio Aire, where the winners will enjoy a dedicated parking space in The Light car park, B&B at the Radisson Blu Hotel, a free Meal, free Gym membership, a free movie at the Vue Cinema and three days hire of a BMW Mini One.
Our creative team were tasked with creating an identity for the campaign, with the goal to develop an appropriate visual system that works in unity with The Light’s current branding and allows an effective creative language to be spread across the various print and digital outputs.
Using a vibrant orange colour palette to make the artwork eye-catching, whilst remaining true to the existing brand, we combined the bright base colour with rudimental hand drawn illustrations and typography. Looking to create an approachable but energetic look for the artwork to use on website, email marketing, social media, printed literature and the bespoke requirements of the parking space, our design team worked to deliver a cohesive design for all displays.
The print aspect involved a diverse range of production methods following site visits by our technical specialists in conjunction with our design team. Working together, we were able to advise and overcome various challenges while delivering an effective visual display.
One of the most complex elements of the campaign was the intricate wall and floor printing for the winner’s car parking space. Using specialist heat-applied vinyl to cover the walls, we then selected a hardwearing anti-slip vinyl for the floor where the car will park.
Cut out keys measuring 1.8 metres were then printed, cut and hung from a large keyring which was then suspended in the centre of the light.
We also designed and printed anti-slip retail floor stickers which were applied throughout ‘Leeds’ top leisure destination’.
Promotional literature and printed doors for the competition booth were also produced to ensure the maximum brand exposure.
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