The Elf on the Shelf × John Lewis & Partners

John Lewis & Partners envisioned an Elf on the Shelf scavenger hunt connecting Bluewater Ice Rink and the surrounding shopping centre.

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The initial request was to develop visual assets for the rink that brought both brands together while preserving their distinct identities.

Working with The Lumistella Company's international marketing team and the John Lewis creative team, I developed two visual concepts that unified the brands into one cohesive creative direction.​

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Following approval, the project grew to encompass the complete rink graphics, supporting signage and an in-mall brand takeover.

The approved visual direction was adapted across architectural columns, escalators and advertising applications throughout Bluewater Shopping Centre.​

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Working with internal stakeholders and production partners, I helped carry the designs from concept through installation, creating a coordinated visual experience across multiple environments.