Former Sassoon Colour Director Emma Loen is a rising star within the hairdressing profession. In 2022 she initiated a new venture and opened her first independent salon in Finnieston, Glasgow, offering an exceptional, bespoke hair care experience within a collaborative and creative space.

To realise the full potential of her new salon, Emma required stylish and contemporary branding which would roll out across an extensive range of offline and online assets. 

Working closely with Emma, we designed a full logo suite including logotype and graphic marque variations, external signage, business cards, website with book online functionality, service menus, gift cards, wrapping tissue paper, tote and paper bags, and even slipmats for in-house DJ turntables.

Emma also commissioned Maguires to produce a brand film, stills and social content. To date, the brand film has reached 94,128 people based within Scotland, with 6,844 link clicks to the Emma Loen website. 

Since launching in April, Emma’s business has gone from strength to strength, with an ever-growing client list and an upcoming ‘salon collection’ launch scheduled for March 2023.

The Rum Slinger is a Glasgow-based service offering its customers the ability to subscribe to a monthly delivery of three expertly selected rums from around the world.

Each month takes on a geographic theme, with tasting notes accompanying each letterbox-sized package.

Maguires were appointed to provide a social toolkit to give the start-up much-needed content to serve to prospective customers, at a time when the UK was still in lockdown.

We provided product photography tied to the theme of each release, a brand video, and a series of eye-catching typographic treatments to supplement their own organic offering.

Urban Grocer are a family-run business with a rich heritage in the fresh fruit and vegetables wholesaling industry, dating back over 70 years.

The Urban Grocer brand was launched in 2013 to supply fresh produce straight to restaurant kitchens. In 2020, against the backdrop of the first National lockdown, they decided to take that experience and expertise and offer a direct-to-consumer delivery service.

Customers can choose from a range of expertly curated fresh fruit and vegetable boxes as well as offering a range of premium pantry items and high-quality meat and poultry.

Maguires created a fresh brand identity and a bespoke suite of food photography in order to help the Urban Grocer brand ma­ke the transition to a UK-wide delivery service.

The new brand identity was launched in early December 2020, as part of a targeted social campaign. Maguires produced an animated explainer video to help showcase the service to new customers as well as a series of product-specific remarketing campaigns and seasonal box promotions and mailers.

As part of an ongoing creative retainer, we will be developing new marketing strategies to help expand their customer base, creating new content to improve social engagement and build brand recognition throughout the UK.

Princes Square is one of Glasgow’s best-loved shopping destinations.

Due to the global Covid-19 pandemic all non-essential retailers who resided in Princes Square were required to close their doors for several months, from late Spring to early Summer 2020.

When it was announced that shopping centres were finally allowed to reopen, there were a wide range of essential health and safety measures that were required to be implemented before reopening.

Maguires was instructed to develop a campaign which would both showcase this exciting reopening and also act as a set of clear guidelines for customers.

In order to ensure all its customers, and staff, were able to safely enjoy this new shopping experience, we developed ‘Keeping Safe, Keeping Social’.

The simplicity of the strapline helped to communicate the dual requirements of following the safety advice while still recognising the need to socialise with friends – something everyone had been deprived of during the long hard months of lockdown restrictions.

The colourful graphic style was based on the familiar ‘no access’ tape regularly seen throughout post-lockdown public spaces, most commonly seen as diagonal black and yellow stripes.

By utilising the brand colours developed for Princes Square in our 2019 After Hours campaign, we were able to bridge the gap between the ‘safe’ and ‘social’ elements.

This graphic style helped form the basis for a series of in-centre posters, banners and stickers. An instructional video was also designed and animated using this new style, providing a joined-up look-and-feel for all of the centre’s post-Covid communications.

The campaign continued throughout the Summer of 2020 and allowed Princes Square the flexibility to re-use campaign assets as and when required.

Princes Square is an institution in Glasgow. A former merchant square, constructed from blonde sandstone in 1841, it was named ‘Scotland’s Favourite Building’ in 2016. It’s a shopping destination unlike any other in Scotland.

Nestled within Glasgow’s ‘Style Mile’ on Buchanan Street, it’s long been known for its luxury stores, lively restaurants and bars. Now, with the arrival of Everyman boutique cinema, it offers the perfect night out, all under one elegant roof.

Maguires were tasked with creating awareness of Princes Square as a great destination for a night out – and not solely a premier shopping destination.

We created the ‘After Hours by Princes Square’ campaign, showcasing the energy and vibrancy of a night out in Princes Square.

To keep the campaign look-and-feel representative of the Glasgow scene, we worked closely with Sassoons Hair Salon in Princes Square, who helped us source and style our real-life models – with many selected from the luxury boutiques within Princes Square itself.

The focus of the outdoor advertising campaign is primarily on individual models, giving four ‘hero’ posters – each shot in a different environment to highlight the full offering of a night out at Princes Square.

Inspired by the bright pastel hues of the colour-changing neon lights found throughout the entrance-ways of Princes Square, the art direction of the campaign featured a similar range of bold colours and neon backdrops to create a sophisticated nightlife look.

We also shot an accompanying promotional film to help bring the campaign to life on Princes Square’s social channels.

20 20 Opticians are part of the Duncan & Todd Group, one of the UK’s largest optical retailers. They have seven locations throughout Scotland, offering high-quality eye care, as well as award-winning lenses and frames.

The client was looking for a summer campaign that would promote their own-brand frames.

Maguires proposed a style of photography which would contrast the more lifestyle-based model campaigns often associated with high street opticians.

We also wanted the photography style to stand out as being from the 20 20 brand, as it was likely to be seen alongside promotional posters for various designer brands also available in store.

By using 20 20’s distinctive red and green colour palette across all of the posters, we created a striking series of hero posters.

To ensure a more authentic look, we didn’t use model agencies – instead sourcing models from the streets of Glasgow to complete six ‘hero’ posters.

The campaign was deployed throughout all seven stores nationwide, as well as online, in press and as a series of animated 6 sheets.

20 20 Opticians – part of the Duncan & Todd Group, one of the UK’s largest optical retailers – appointed Maguires to create an engaging in-store campaign to promote the sale of their digital lenses, across all six of their practices.

The objective of the campaign was to highlight the specific benefits of each lens; from lenses that provide relief for visual fatigue, to lenses that allow your eyes to better adapt to computer and device screens.

As the campaign was to run in-store and on social channels, the creative had to grab the attention of passersby and online users, clearly communicating a range of advanced products to a younger, tech-savvy audience.

Our clean and quirky approach to communicating the complex benefits of the four lenses was backed up by the design and build of a bespoke microsite for the campaign.

The microsite provides a dedicated portal for traffic arriving from social and digital channels, where users can find out more specific information about the lenses, while allowing our POS campaign to remain clean and direct.

By creating a series of isolated ‘hero’ images for each lens (instead of using model-based lifestyle imagery more commonly associated with Opticians) the campaign could be easily adapted to various POS and digital formats, without losing any of its impact.

Refined branding for established, reputable kitchen experts.

Maguires started working with Palazzo Kitchens & Bathrooms in 2016, developing a new brand and website.

Since then, we’ve been running Palazzo’s social channels, generating new leads each month through a series of paid-for campaigns, case studies and lifestyle blogs.

All of the content for the case studies and blogs are created in-house at Maguires, with original photography and copywriting included in our monthly fee. This enables Palazzo to regularly showcase their craft, while helping provide continued engagement with potential customers.

Word-of-mouth recommendations from satisfied customers are important to Palazzo. This is why reaching out to potential customers through Facebook is vital to their growth. Maguires have developed a clear and concise social media marketing strategy which emphasises the quality of the Palazzo service.

By utilising a combination of sophisticated targeting and high-end photography & video content, Maguires have been able to consistently build the Palazzo social audience and continuously increase the number of high-quality leads.

Our detailed SEO strategy has seen Palazzo Kitchens climb to the top of the rankings for a selection of vital key terms, including the #2 position for “kitchens Glasgow”. The Palazzo website bounce rate out-performs the average for organic visits, increasing organic lead generation consistently month on month, with Cost Per Click (CPC) on Facebook also falling well below the average.

In addition, Social SEO optimisation has taken place, with Maguires helping Palazzo to increase the number of 5-star reviews the company receives on specialist interior design social network Houzz, as well as on Google and Facebook.

palazzo.co.uk