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Brand Maximisation™ in action
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Share your brand guidelines with us and we’ll show you how you could uncover new untapped potential with the brand you already have
Brand Maximisation™ in action
Share your brand guidelines with us and we’ll show you how you could uncover new untapped potential with the brand you already have
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We helped Visa transform Let’s Celebrate Towns into a clear, scalable sub-brand — one that lives confidently within the Talk of Town platform while dialling up the sense of celebration across the UK.
Let’s Celebrate Towns is the competition element of Visa’s Talk of Town platform — a nationwide initiative showcasing towns across the UK that support local businesses and communities.
As the programme expanded, the competition needed its own identity, hierarchy and momentum without losing recognisability or parent-brand equity.
Clear Let’s Celebrate Towns sub-brand within the Talk of Town platform
Celebratory device layered onto existing brand assets
Flexible system built for multiple categories, winners and future years
Brand architecture that protects Visa and Talk of Town equity
A naming shift away from “Talk of the Town Awards” meant the original plan to integrate the Talk of Town logo directly into the competition creative no longer worked. The challenge became one of hierarchy: how do you make Let’s Celebrate Towns feel clearly part of Talk of Town, without confusing the relationship between the two?
At the same time, the competition needed to feel like a national celebration — not a traditional awards programme — reflecting six categories and a £20,000 community grant for each winner.
We retained the Talk of Town speech bubble as the core recognisable shape, then integrated a firework graphic — instantly shifting the tone from announcement to celebration without altering the brand DNA.
The celebratory firework device always endorses rather than replaces the Talk of Town brand. This protects Visa brand rules, supports partner lockups, and keeps the system flexible across formats and placements.
The firework treatment was built to extend across existing and future Talk of Town illustrations — ensuring every new execution strengthens the same recognisable look year after year.
The result is a scalable sub-brand system designed to support live competition mechanics — from category signposting to winner tiers such as Champions and Rising Stars — while reinforcing the strength of the Talk of Town platform as a whole.
Let’s Celebrate Towns doesn’t sit alongside Talk of Town — it elevates it. One platform, one recognisable system, dialled up for nationwide celebration.
Need to scale a campaign without fragmenting your brand? Let’s talk.