Portsmouth Historic Dockyard’s New Campaign: A Bold Rebranding Effort
Rewriting the Rules of Heritage Branding
Portsmouth Historic Dockyard boasts an impressive collection of historical naval artefacts, but engaging a new generation with maritime history is no mean feat. To entice visitors young and old, the dockyard has launched a new campaign that bursts with a re-energised appeal to its leading attractions, from The Mary Rose to HMS Victory.
A New Identity
While there’s no formula for creating impactful branding, Portsmouth Dockyard’s new identity is a prime example of how simple visuals paired with playful copy can inject a dose of personality to build a punchy brand. With a bold colour palette and strong typography, the new campaign expertly blends heritage with contemporary flair.
The Design
The initial design took inspiration from the dockyard’s 6 main attractions – HMS Warrior, HMS Victory, The Mary Rose, HMS Alliance, The National Museum of the Royal Navy, and Dive the Mary Rose 4D. Design studio SomeOne took the word ‘ship’ and gave it a brand new meaning, transforming it into a series of playful new slogans.
Breaking Boundaries
Breaking the boundaries of traditional heritage branding, SomeOne transformed the traditional notion of a ship into a modern, bold, and playful concept. The design team used a unique vibrant colour palette for each ship, paired with bold typographical design, giving the campaign a thoroughly modern feel without losing sight of the dockyard’s history.
Working with Rockabye
Partnering with design and motion studio Rockabye, the creative team introduced animated visuals into the headlines to create an immersive campaign that packs a punch through visual intrigue and memorability.
Discovering Compelling Stories
Beyond the immediate visual impact of the ships at Portsmouth Historic Dockyard, the design team discovered a trove of compelling stories beneath the surface. These stories provided the creative catalyst to create a campaign as bold as the ships themselves. From the visceral impact of battle to world-class technology – now was not the time to mince words in headlines.
The Results
The campaign has been praised for its modern feel and attention to detail. The design team used the language of first-time visitors to form a provocative and contemporary new campaign. The result is a unique and memorable campaign that is both visually striking and historically accurate.
Conclusion
Portsmouth Historic Dockyard’s new campaign is an artful blend of history and modern playfulness, subverting the conventions of heritage branding. The campaign’s bold and playful approach has successfully rebranded the dockyard, making it appealing to a new generation of visitors.
FAQs
Q: What inspired the new campaign?
A: The campaign was inspired by the dockyard’s 6 main attractions and the stories that lie beneath the surface.
Q: What is the unique feature of the campaign?
A: The unique feature is the bold and playful approach, which combines traditional heritage with modern design.
Q: How did the design team approach the project?
A: The design team used a unique vibrant colour palette for each ship, paired with bold typographical design, to give the campaign a modern feel without losing sight of the dockyard’s history.
Q: What is the goal of the campaign?
A: The goal is to entice visitors young and old to the dockyard’s leading attractions, such as The Mary Rose and HMS Victory.
