A consumer-centric brand design agency delivering clear strategic thinking and powerful creative solutions.

Tower of London
Fortress, Palace, Prison

Full case study coming soon

Core Story visual system
Visitor map leaflet
Orientation signs
The opportunity

ALL Creative was appointed to deliver the visitor facing expression of a radical new proposition for The Tower of London – Historic Royal Palaces’ (HRP) most visited heritage destination.

Our solution

Initial strategic work aimed to establish a visual framework to communicate the Tower of London’s three functions – Fortress, Palace, Prison – identifying where this Core Story could be introduced across the entire visitor journey and without conflicting with the overarching Tower and HRP brand identities.

Concepts were thoroughly tested with visitors and achieved high levels of positive feedback and comments which informed the programme development.

The result

The creative solution combines typography, signature images and distinctive colour palette in an effective design system that clearly communicates the three sides of the Tower’s amazing story – Fortress, Palace and Prison.

The new system is being fully implemented across all marketing, digital, creative interpretation and wayfinding including the new visitor map and orientation signs.

(Quote from Claire Ashford)