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RETAIL
London Garden Centres
Request
The Camden Garden Centre was set up on a derelict site as a job creation scheme. Wolff Olins volunteered to design the launch material and I wrote the copy in return for plants.
Response
The simple two colour door-drop leaflet was designed and written to appeal to the cash-rich but space-poor households of this trendy inner city area, highly targeted and cost-effective
Result
Camden became self-supporting inside a year and the ex-unemployed staff gained professional qualifications. The success formula was applied to open the Fulham and (much bigger) Alexandra Palace centres, addling press ads to the trusty door-drops.
