Lakeside
Lakeside (the largest shopping centre in Europe) underwent a major refurbishment in 2004 – and a simultaneous rebranding. Columns Design asked me to tackle the written tone of voice. After exploring a number of routes, we settled on a conversational tone that would engage the reader and raise a smile, without being too self-consciously clever or 'matey'. I worked on everything from brand guidelines to radio ads, customer leaflets to on-site exhibitions (like the one pictured here). This customer booklet (53 KB) highlights the benefits of the refurbishment process.