During the second national lockdown Argent asked us to create a campaign identity to encourage people to support local businesses. It had to be simple, engaging and encourage a sense of positivity in shoppers. It needed to work digitally, in public spaces and alongside the existing brands in the area.

The logo nodded to the idea of community spirit: two hands coming together in a circle, symbolising the relationship between customers and retailers. At its heart is the King’s Cross logo, which became a happy face onsite. The mark also created space for each participating retailer to display their own logo inside it.

United We Shop was awarded at D&AD 2021