Creative insight

Retail at Elephant Parkk


Following a competitive pitch, leading international property and infrastructure group Lendlease appointed Completely Creative to devise a marketing campaign to support the leasing of the retail units at Elephant Park.

The Zone 1 development forms part of a £2.3 regeneration scheme that is transforming Elephant and Castle and includes 2,700 new homes, the largest new park in London for over 70 years and a £30 million transport investment.

With over 100,000 sq. ft. of retail space comprising over 50 shops, bars and restaurants set out across 4 curated areas, the challenge was to attract the correct retail mix. The campaign was required to portray a vibrant, viable and valuable retail offer, targeting quality established brands and emerging retailers ranging from well-loved high street names to aspirational independent brands.

Our aim was to project an image befitting of its Central London location, demonstrating a genuine integration of big, small, new and well-established.

Example deliverables to bring the pitch ideas to life

View the pitch mood video

Business owners gave us fantastic soundbites on why
they had located in Elephant & Castle

Randy, Marcel and Sons, Retailer at Elephant Park

Caitlyn, Cupcakes and Shhht, Retailer at Elephant Park


Our strategy focused on telling the story of independent retailers in the area, some of whom had taken space in the temporary incubator box park located on the development known as The Artworks. These small businesses with their unique offerings are what gives this special part of London its unique character. Their stories chronicle their journey and why they have located in this fast-changing London neighborhood.

Their passion and enthusiasm for what they do is infectious. These businesses are why Londoners living, working or passing through Elephant and Castle will choose to spend time at Elephant Park.

They embrace the richness and diversity of the area and make it what it is – hence our campaign line “Embrace the spirit”.


We identified, photographed and recorded interviews with local retailers and food and beverage operators. These business owners gave us fantastic soundbites on why they had located in Elephant and Castle, the transport links, the Zone 1 location, the potential they saw in the regeneration and their hopes for the future of their operations. These quotes formed the backbone of our campaign.

The visual identity we created was authentic, welcoming, vibrant and optimistic reflecting the retail vision for Elephant Park. To communicate the energy and mood of this unique part of London, we developed a visual look and feel that intermixed vibrant splashes of colour, duotone imagery and bespoke handrawn typography to bring the individual voices of the retailers to life.

Retail at Elephant Park Film (3 Minutes)


We rolled out our campaign across multiple channels, the list of deliverables included a leasing brochure, press ads, web banners, direct mail, interactive PDFs and a 3 minute film