Princes Square:
Keeping Safe Keeping Social – Covid Campaign

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.