Magical Reading 2019 Logo

Magical Reading


Reading UK


Brand identity

Logo design


Marketing collateral

Website design

‘There will be nowhere quite as magical as Reading this Christmas.’ We were tasked with conveying, across print and digital channels, the breadth of seasonal events, shops, restaurants, and indeed, magic, that Reading has to offer both residents and visitors alike.

Brand identity

A hand-lettered logo was paired with festive bokeh imagery. Designed to be both user-friendly for partners; and creatively-flexible to brand an eclectic range of events; it utilises a hand-drawn type family with variable ligatures and alternates, accompanied by simple line illustrations.

Magical Reading logo variations
Magical Reading partner cobranding

Marketing collateral

As well as a wide range of regional advertisements, bus sides, window clings and town centre banners, we also designed a quad fold events and map programme.

Magical Reading bus advertisment
Magical Reading 48 Sheet advertisement
Magical Reading banners
Magical Reading programme outer


people watched the Big Blue Giant Whale Parade

Magical Reading banner
Magical Reading T-shirt
Magical Reading pull-up banner and window cling
Magical Reading 2019 Programme

Website and digital design

A bespoke WordPress Magical Reading website provided an online hub for the multitude of festive events, news updates and platform for some very naughty elves. Social media assets were created to complement the rest of the campaign.

Magical Reading website
Magical Reading website events

‘Cream’s work on the Magical Christmas in Reading campaign helped Reading celebrate its best Christmas in recent years. From design concepts to print ads, campaign website to printed programme, Cream ensured that we maximised the reach and impact of the campaign with 75% of those recognising the ads saying they had encouraged them to come to Reading. Testament to Cream’s approach to partnership with Reading UK and their hard work!’

Alex Brannen, Communications Manager

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