The main challenge here was to create a distinctive identity in an already well-established marketplace, alongside iconic attractions such as The London Dungeon and The Clink, while avoiding the commonly used tropes of locks, keys, and the “ball & chain”.

I was also tasked with creating an identity that would appeal to diverse audiences - older audiences with an interest in history but also younger, family audiences and schools.

The final Logo and Wordmark capture a sense of tension and drama, evoking the story of an individual caught up in an unforgiving prison system. There was no need to use anything other than the classic dramatic colour scheme of red, black and white, which also helps to position the brand firmly in the established marketplace.