Christmas promotion materials – Charnwood Borough Council

Charnwood / Love Loughborough – Magical Christmas theme concept

Each year Charnwood Borough Council and Love Loughborough actively promote the festive activities throughout the town.

A fun-filled programme of events of the whole family to enjoy – from the turning on of the Christmas lights, to several theatre productions and a Santa’s fun run. The theme of a ‘Magical Christmas’ was set and the promotion materials were to reflect the Loughborough Town Hall pantomime ’Jack and the Beanstalk’.


Crayfish Design were asked to create a theme illustration that would be the prime promotion focus at the base of the town’s Christmas tree. In addition to this, several Tourist Information Points (TIPs) and a range of A3 and A4 posters for footfall locations and social media posts would be required.

Charnwood / Love Loughborough – Magical Christmas tree wrap design


  • Illustration
  • Signage
  • Poster design and layout

Concept and understanding

The design was to have its own identity but also refer to the pantomime theme. This was so that official Town Hall pantomime brand and graphics remained independent and the other activities were not over shadowed.


To create a ‘Magical Christmas’ in the town we explored the ‘Jack and the Beanstalk’ theme by creating a stylised silhouette illustration of a beanstalk reaching for the sky. The form spiraled upwards from a snow covered ground giving a sense of perspective and scale with off-shoots and vine leaves adding interest and character. This allowed us to place Jack in front of a bright moon and use a twilight sunset with ethereal clouds and stars to create a sense of magic and atmosphere.

Charnwood / Love Loughborough – Magical Christmas theme concept

From our initial sketches we formed a set of illustration groupings which meant that we could be flexible with the format and adjust the scale and composition to fit the requirements.

As the concept developed we drew a set of coloured magic beans and utilised silhouettes of the town centre and Carillon monument to give the design a local grounding and identity.Magical beans illustration

Overall the vibrant tapestry of colour helped to tie in with the pantomime theme, of which we were able to include a photograph of the cast members.

Charnwood / Love Loughborough – Tourist Information Panel

In addition to the town centre Christmas tree, signage and posters, the design was published in the Loughborough Echo newspaper and the Love Loughborough – ‘What’s On in Loughborough & Charnwood 2019/2020’ event guide.

What the client said:

“Charnwood Borough Council commissioned Crayfish Design to create a suite of themed designs to promote the various Christmas events across the town and borough. Different treatments were required for posters, tourist Information points, tree wraps, webpages, social media channels and printed media.

We were impressed with the way Crayfish interpreted the design brief, thought about continuity from previous years and turned the artwork around very quickly to suit the pressing deadlines. The quality and professionalism was impressive and we will be using Crayfish for future projects.”

Nick Shaw, Business Support and Administration Officer – Charnwood Borough Council

Related categories: Exhibitions and events