Meadowhall

The work

Following a £60m refit, Meadowhall already had an unusually strong commercial story: enormous footfall, a huge regional catchment and its own transport infrastructure.

It did not need pages of sales language explaining why it mattered.

I helped develop Louder Than Words as the campaign idea, then wrote the story around it. The proposition was built around saying less and letting the scale of the opportunity do more of the selling.

It provided the verbal framework for a deliberately stripped-back leasing campaign and brochure aimed at attracting a stronger retail mix.