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.
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 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)