the challenge
PLUS+, a reward program for Landsec's flagship shopping centres, wasn't making the impact it needed to.
In busy retail environments and online, messaging was often competing with surrounding visuals, making it harder for the proposition to land quickly and clearly. At the same time, a more complex “something + something” mechanic made it difficult to communicate offers in a simple way.
We knew we needed to create a more distinctive brand for PLUS+ that could simplify the message, and bring PLUS+ to life across Landsec’s destinations.
the Solution
We reimagined PLUS+ as a bold, impossible-to-miss presence across both the physical retail environment and digital space.
We set a ‘punchy and playful’ direction that put messaging front and centre. We utilised oversized typography, saturated colour and short, high-impact lines to deliver instant clarity and energy.
But the real shift came in how the brand behaved. Copy was designed to respond to its environment, turning everyday spaces into moments of engagement. From “next level perks” on lift doors to “claim your throne” inside toilet cubicles (yes, we love a pun), we ensured each touchpoint became playful and memorable.
The result was a flexible, scalable system that worked seamlessly across screens, signage, WiFi portals and in-centre activations. It transformed every location into a cohesive, high-impact media space.
the results
The new PLUS+ brand system was rolled out across Landsec’s key shopping destinations.
By shifting to bold, typographic-first creative and context-driven messaging, PLUS+ has become instantly recognisable and it communicates messages quickly and with clarity.
1 Million+
PLUS+ sign ups.
£250,000
in tracked spend
47%
email open rate.
