King’s Cross, London’s creative neighbourhood, is unveiling a new brand platform and multichannel summer campaign, Shop Offline, in partnership with creative agency elvis, which King’s Cross appointed as lead creative agency for all consumer marketing and brand activity in 2022. The campaign is designed to encourage a core audience of independent-minded Londoners and people from the Home Counties to shop at King’s Cross this summer by critiquing the cold, functional world of online shopping and highlighting everything that’s great about shopping at King’s Cross. In a series of executions, Shop Offline inspires people to embrace the joy of shopping offline, where they can make a day of it at Coal Drops Yard, have fun with friends and get to know some local businesses. Not only can shoppers discover interesting and unique products in store, but they can also socialise and engage in wellness, culture and nature, too. The campaign is part of King’s Cross’ ambition to create an unexpected and unforgettable brand narrative that aims to generate awareness, engagement and footfall for the destination, with a focus on its brilliant shopping offer. The new brand platform will roll out over the next three years. The look-and-feel of the campaign aims to bring the ‘offline’ to life, through analogue style, a hand-drawn font, elements of collage and illustration and photography, of shoppers enjoying the broad range of shops, bars, and restaurants King's Cross has to offer, by Lou Jasmine. All clothing featured was sourced from King’s Cross retailers.