Welcome To Destination Joy

After many years of responding to briefs individually, the online and in-centre experience for McArthurGlen lacked visual cohesion. I pitched to the regional and Head Office teams to create a long-term non-seasonal creative strategy and visual approach that positions McArthurGlen as ‘Destination Joy’.

Using the formula of ‘a bold & dynamic identity with visual links to our campaign’ we settled on large type, joyful imagery, and a range of modular layouts to create flexibility for our teams to ensure there is variety throughout the customer experience.

A key part of the design was a colour palette inspired by the sky; From pastel dawn hues, to midday bright blues, through to vibrant sunset shades and deep tones of twilight.

The design is now used extensively across the business on a multitude of channels to communicate the depth and range of our in-centre services, our loyalty programme, gift card offering and much more.