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Stadium Banners

Having been in place since 2015, the banners wrapped around the exterior of Celtic Park became a firm favourite with supporters and visitors to Celtic Park – known to Celtic fans the world over as ‘Paradise’. 

In 2022, with the league title secured, and a new manager playing an exciting brand of football, the club approached Maguires to create a fresh progressive design for the stadium.

After undertaking a period of creative development with the client, we proposed a modular graphic approach that still celebrated the Celtic story, but also reflected the club’s current position and culture.

Visually, this graphic approach would allow us to unify the look of the stadium by increasing the presence of green across all four stands – creating a ‘beacon of green’ that would further highlight the presence of the stadium across the city.

Visible from several miles away, the two larger goal-end stands would act as gateways to the stadium, with clear messaging welcoming fans to Celtic Park. Given pride of place in the centre of the design are two of the club’s most celebrated captains, representing the club’s European triumph in 1967 as well as their recent successes.

The two small corner stands provided an opportunity to include a greater depth of detail. Here we created an array of graphic elements and iconography from Celtic’s past, highlighting the club’s culture, ethos, icons and achievements. From the famous quote from legendary Celtic manager Jock Stein, “Football without the fans is nothing” to the crisp vertical pinstripes first worn in the early 80s by legends including Danny McGrain and Paul McStay, each square within the design tells a story.

The banner designs also saw the introduction of an expanded colour palette. In addition to the classic green and white, we introduced a range of complementary greens, influenced by a number of iconic away strips. 

Finally, the evolution of the Celtic brand throughout its 134 year history is also reflected in the varied choice of font styles used – from the retro letter forms of ‘1888’ to the modern condensed fonts of the 21st century. 

Drone footage courtesy of HawkAye


Celtic Christmas Campaign 2021

Following a successful pitch, Maguires were employed to provide the creative concept and graphic style for Celtic Football Club’s Christmas campaign.

The brief was to highlight the array of international talent now assembled at Celtic Park, following the appointment of Australian manager Ange Postecoglou earlier in the year.

We created the campaign strapline ‘Sending Cheer Far & Near’ with an accompanying logo and graphic style, which takes its visual cues from international travel and Santa’s mail room.

As well as designing the annual gift catalogue, we provided a comprehensive campaign toolkit and guide for the Celtic in-house team to use across over 500 sales assets. In addition to this, many of the graphic assets were featured prominently in the highly successful campaign film, produced by Arteus.

 


Creative Content

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.

 

 


Brand Identity, Photography & Advertising

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.

 

 


Branding & Launch Campaign

First Place Betting Jobs is a boutique recruitment agency, dedicated to attracting the best global talent for the iGaming industry.

In early 2020, Maguires created the brand name, brand identity and creative concept to provide market cut-through in a highly competitive sector.

By creating a series of bespoke 3D renders, featuring sporting, gambling and gaming iconography, we were able to develop a playful headline style for the nascent brand.

These creative assets and tone-of-voice guides would go on to form a creative toolkit that was then delivered to the client’s existing digital agency, allowing them to produce a series of recruitment ads on Linkedin on their website.

 

 


Virtual Tour Website & Films

St Aloysius’ College is a leading independent school based in Glasgow.

In 2019, Maguires created the highly successful ‘The Start of Something Great’ campaign to promote their annual open day (view the full case study here).

One year later, and with the world in the throes of a global pandemic, the likelihood of a traditional face-to-face open day was slim. Anticipating this, the school briefed us to explore an alternative solution which helped prospective parents and pupils learn about the school in advance of applying.

We knew that a virtual open day would clearly be a necessity. This would allow for direct communication between parents, staff members, and pupils – both current and prospective. To this end, we engaged our events partner (and client) Cameron to discuss the requirements for a live virtual event.

Our ambition was to bridge the gap between the experience of a physical event and that of a virtual one. This would allow prospective parents to tour through the campus at their leisure, getting a sense of the school environment and the beauty of the city centre location.

Our solution was a bespoke, informative and feature-rich microsite that would provide a range of multimedia content which could be explored in advance of the live virtual event. The main body of the microsite was a series of six films that would help to tell the story of St Aloysius in greater detail. Using a range of interviews with staff, pupils and parents, coupled with reportage footage of the campus, facilities and daily school life, the final films each focused on a different element and resulted in over 20 minutes of high-quality content for viewing.

Alongside this, we commissioned a bespoke 3D map of the campus, drone footage of the building exteriors and a 360-degree interactive tour which showcased the inside of the main school buildings.

Finally, the virtual tour website provided a prospectus download (also designed by Maguires) and an online application form for the open day.

The site acted as a vital companion to our digital advertising campaign, which pushed traffic to an online applications page. The virtual tour site was then served to interested applicants as well as being pushed out as part of a separate, targeted social media campaign.

The results for the 2 virtual open days (Senior School, and the Junior School) were hugely encouraging. Since the campaign commenced in November, there have been 26,851 link clicks to the microsite from social channels. Campaign content served on social channels has had a total reach of 65,551 with 28,995 video views by early December 2020.

 


Recruitment Campaign 2020

Having developed the highly successful, and award-winning, ‘Care to Join Us’ campaign for Quarriers, we were faced with a challenge on how to develop the visual content of the campaign during the first National lockdown. As both parties were required to stay at home, aside from an hour’s exercise a day, we had no means of shooting new footage of Quarriers staff in order to create fresh content for this year’s campaign.

We proposed using existing audio tracks of various Quarriers care workers, recorded as part of an earlier radio campaign, as the basis for a reimagined set of animated ads for this years’ social campaign.

By selecting three of the stores, as told by the Quarriers care workers, we create a series of playful animations, using a little ‘creative’ licence in the depiction of the scenes being described.

These three animations were brought to life by the wonderful Donna McAvoy and contained within the existing ‘Care to Join Us’ campaign banner.

We were then able to provide the Quarriers recruitment team with the required creative assets with which to run their unique lockdown recruitment drive via their own social channels.

 

 


The Start of Something Great Campaign

Following a successful pitch, Maguires were appointed to produce a multi-channel creative campaign for leading independent school, St Aloysius’ College.

Our campaign was to focus on driving awareness of the school and increasing attendance at their upcoming open evening.

The school motto, Ad Majora Natus Sum – which translates as “I was born for greater things” – is the foundation upon which the school’s teaching philosophy is based. “Our young people not only have their academic potential ignited, but are also taught to look on the world with empathy, offering their talents and energies for the benefit of others”, states Headmaster Matthew Bartlett.

It’s clear that what makes St Aloysius’ College unique in a competitive sector is this ‘greater’ good, which became the heart of the campaign. We wanted to keep the existing ‘Great Things Happen in The Green Blazer’ as an overall brand strapline, but give this year’s campaign a more direct call-to-action, while remaining true to what makes the school special.

Our solution was to highlight that choosing to attend St Aloysius’ is ‘The Start of Something Great’, at whichever stage a pupil joins – from Kindergarten through to the Senior School. The use of the word ‘great’ gave us the ability to tie the campaign to the school’s traditions, while also promoting the many ‘great’ aspects of the school: the friendships, the opportunities, the facilities and, of course, the results.

The creative centred around an impactful collage style – bursting with activity, but with a singular ‘hero’ image at its core. This echoed the school’s ethos of “plac(ing) the formation of the whole person at the centre of all learning.”

All campaign photography was shot by Maguires, with the campaign film also being directed and edited by our in-house team. We developed the campaign creative across a multitude of assets, implementing them as part of a targeted online marketing strategy on Facebook and Instagram, with a bespoke canvas ad within Facebook that helped to streamline the sign-up process.

The campaign was highly successful, with a 52% increase on the previous year’s attendance figures.

 

 


Season Ticket Campaign 2019/20

Following a successful pitch, Maguires were appointed to provide a creative multi-channel campaign to promote the sale of 2019/20 season tickets for Celtic Football Club.

Celtic Park, known to fans simply as ‘Paradise’, has long been considered one of football’s greatest venues. Over the years, many of the sport’s biggest names have lined up to praise the unique atmosphere generated on match days at ‘Paradise’.

“I’ve been fortunate to play in some great stadiums in Europe with Barcelona but none compare to Celtic. The atmosphere their fans create make it a very special European night of football.”
Lionel Messi

“Anyone going to Celtic Park now is saying, ‘You’ve got to beat that atmosphere, the energy they spend in their games’.”
Sir Alex Ferguson

We wanted to highlight this unique atmosphere in our approach, with a compelling call to action and strong visual style that would highlight this unrivalled energy created by the fans.

The notion of the crowd being the ‘12th man’ is not a new one. However, what if the power generated by the fans was so strong it bestowed super-human powers upon the players?

We called this the ‘Power of Paradise’.

By asking fans to renew their season ticket, we appealed to them to ‘Unleash the Power of Paradise’ – a rallying call that would result in the players being even faster, stronger, and more powerful next season as a result.

We created six ‘hero’ images highlighting certain ‘powers’ attributed to key players, allowing us to create a distinct and varied campaign for deployment across press and outdoor, as well as the club’s own social channels.

As part of our initial pitch, we suggested creating an accompanying video to the main campaign. With the concept behind the video being how the stars of the campaign would act with such powers in the day-to-day routine of training.

Working with production company Arteus and Celtic’s in-house production team, we created the ‘Power of Paradise’ video – a more light-hearted look at our heroes and how their powers come into play at training. The video amassed over 168,000 views on Facebook alone, with the outtakes a further 71,000 views.

All 10,000 spaces on the waiting list for season tickets were filled with over a month to go before the May 10th deadline.

 


Branding, Web Design & Social

Formerly Cameron Presentations, this forward-thinking, 70-year-old, family-run events company were looking to revitalise their entire communications landscape with a new look and feel across all media channels. Our mission was to design and produce a brand, website and digital comms strategy which projected Cameron’s evolution and confidence within an ever-changing and highly competitive industry.

Using ‘connecting ideas’ as a working strapline, we devised bespoke dot matrix patterns or ‘circle clouds’ which represented the notion of connectivity and alluded to light / sound wave patterns. This formed the cornerstone of the brand identity and allowed for extensive flexibility in creative execution. A vibrant and confident set of colour gradients were developed, working harmoniously with the circle clouds and providing the brand with a robust, flexible graphical backdrop. The clean, confident brand identity was then deployed in a number of new marketing materials, including letterheads, business cards, brochures, bespoke envelopes, van livery and signage. Added value came from the development of a bespoke desktop app which animates the circle cloud pattern, allowing for variations in both ring speed and wave width.

A clean, modular web build was designed and developed which projected Cameron as leaders and innovators in their sector and projected the company as an ‘Events Agency’.

Copy style was an integral aspect of the new Cameron identity – they were looking for a fresh and bold tone which differentiates them from their competitors and aligns with their ‘fun, friendly, creative’ ethos.  All copy for both offline and online comms was written from the ground up by Maguires’ in-house copywriting team, ensuring both brand identity and copy style align seamlessly.

Our social and digital strategy needed to be vibrant, on-brand and engaging, ensuring cut-through to captivate the Cameron crowd and increase social interactions. Using a mix of paid-for and organic content on Facebook, LinkedIn, Twitter and Instagram, as well as a robust Google AdWords campaign, our strategy and content creation ensured huge spikes in engagement and massive increases in website click-throughs and online enquiries.

Check out the new website and some of the stats below.

www.wearecameron.com

Website sessions up by 70%
Page views up by 75%
User session duration up by 31%
Pages per session up by 18%

The stats above reflect the % change in key stats on the old Cameron website vs. the new Cameron website for a period of 30 days after launch.

 

 

 


Summer 2018 Campaign

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.

 

 


Recruitment Campaign 2018/19

Quarriers is a leading social care charity that provides practical care and support for thousands of vulnerable children, adults and families across Scotland. They help thousands of people to lead happier, more fulfilling lives. By challenging inequality, Quarriers give vulnerable people more opportunities and, importantly, ensure that their voices are heard.

Maguires were originally appointed in 2018, following a successful pitch, to create a recruitment campaign for Quarriers. Having struggled to fill carer roles through traditional recruitment avenues, the client decided to use a creative advertising campaign to target people interested in a career in care directly.

We created the ‘Care to join us’ campaign. The simple message got right to the point, by identifying the crucial requirement of working for Quarriers – that you really care.

A strong call to action prompts anyone considering a career in caring to find out about available roles via the Quarriers jobs page.

Quarriers were keen to champion their staff in the campaign, so Maguires commissioned and art-directed the photography at Quarrier’s Village using real Quarriers employees. Multiple creative executions were then provided for a far-ranging campaign across outdoor, social, digital, press and radio.

Launching in August 2018, the campaign has resulted in triple the number of visits to the Quarriers site, with the suitability of applicants also increasing to a healthy 1 in 3 being taken on.

The original campaign led to 200 new hires (as of April 2019) and was awarded S1 Jobs ‘Recruitment Campaign of the Year’ 2018.

To build on the success of last year’s campaign, we proposed producing an accompanying film for 2019, to help bring to life the vital work of Quarriers carers.

Once again, the photography and film work was commissioned and directed by Maguires at Quarriers Village, using real Quarriers employees. By featuring the same carers in both the print and film campaign we helped give a wider visibility to the ‘stars’ of the campaign.

The campaign launched in August 2019 across outdoor, social, digital, press and radio.

 


Branding & Food Photography

Stravaigin is one of the best-known restaurants and bars in Glasgow. For over 20 years, they’ve taken pride in using local produce to create internationally-inspired Scottish dishes.

Having been approached to promote Stravaigin’s monthly 5 course fine dining events, we were first tasked with refining the Stravaigin brand.

The logo had gone through a number of iterations over the last 20 years, with several versions still in use throughout the restaurant. We simplified the original logo using typography sympathetic with the Art Nouveau style of the original brand.

Previously hidden within the logo, the ‘Think Global, Eat Local’ ethos was elevated to its own brand marque, acting as a companion to the main logo. This ethos was the essence of their brand, so by creating a separate marque and producing it as a simple ink stamp, we allowed this ethos to be branded on everything that they do.

In addition to the logo, we introduced a new brand colour – influenced by the dark natural wood interior and game-filled menu. This helped provide a fresh look for the staff, with uniforms and hand-stamped business cards.

Finally, we designed a series of menus, from À La Carte to Brunch, Cocktails to Daily Specials, and everything in-between.

The new brand allowed us to create a unique look-and-feel across all communications, including a series of targeted social media campaigns. The first of which was a campaign to promote the new À La Carte menu from Chef James MacRae.

In addition to the branding and marketing responsibilities, the Maguires in-house team provided all photography used across the paid-for social campaigns.

 

 


One Night Wanders Series

Stravaigin is one of the best-known restaurants and bars in Glasgow. For over 20 years, they’ve taken pride in using local produce to create internationally-inspired Scottish dishes.

Maguires were approached to provide a distinctive advertising style and marketing strategy to promote Stravaigin’s monthly 5 course fine dining events. Each event had a unique culinary focus, with the menus taking inspiration from a particular country or world region.

The creative had to be distinctively ‘Stravaigin’ in style, whilst also illustrating the geographical focus of that particular month.

Taking influence from the reclaimed fixtures and salvaged antiques found inside Stravaigin, we identified geographical and culinary features from each of the countries to create unique artworks for each event. This led to multiple creative executions for our targeted social media advertising campaign, as well as posters, flyers, emails and menus for the event staff.

Having already redesigned the Stravaigin brand, we were keen to provide a strong creative rationale to tie all of these events together along with the new brand. As ‘stravaig’ is an old Scots word meaning ‘to wander’, we proposed presenting each of the events as part of a series, which we called ‘One Night Wanders’.

 

 


2018 Season Campaign

Now recognised as Scotland’s Theme Park, M&D’s is unique in Scotland. There are over 70 rides and attractions throughout the park, including thrill rides, kids’ rides, 18 hole miniature golf, glow in the dark indoor bowling, a massive indoor complex, a gigantic soft play area, bars, restaurants and an indoor tropical rainforest.

Maguires were tasked with updating the marketing strategy and creative look and feel for the 2018 season, to appeal to a teenage audience.

We developed a series of playful images showcasing the variety and the excitement on offer at M&D’s, with the ‘hero’ of each image being ‘text speak’ associated with a fun visit to M&D’s.
The campaign ran across all print and digital communications, as well as a substantial outdoor campaign.

 

 


Digital Lens Campaign

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:
www.digitallenses.2020opticians.com

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.

 

 

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