Smitten in the City - Valentine’s Day campaign for St John’s Shopping Centre in Liverpool. The campaign aimed to celebrate Valentine’s Day in an inclusive, playful way while showcasing what the centre has to offer and driving footfall. The target audience was young people so the creative needed to feel bold, fun, and energetic.

Pink was used as a key seasonal colour to instantly signal Valentine’s Day, while St John’s signature green and purple were incorporated to maintain strong brand consistency. The centre’s bold, heavyweight brand typeface was used to give the campaign impact and confidence.

Hand-drawn icons were introduced to highlight the range of gifting options available within the centre, adding personality and a sense of fun. The icons’ bold strokes were designed to complement the weight of the brand font, creating a cohesive and recognisable visual identity across all campaign assets.

The overall design was kept minimal and striking, allowing the campaign to stand out against the busy, fast-paced environment of the shopping centre and cut through the visual noise.