Brand identity, Digital design, Illustration, Digital guidelines.
The Dungeons are immersive theatre attractions that unearth the murky histories of cities across Europe, the US, and China. Merlin challenged us to update the iconic brand, creating cut-through by capturing The Dungeons’ experience for core audiences of teenagers and families.
We brought the brand’s dark sense of humour to life, taking a comic book approach to both copy and visuals. The creative puts the customer at the heart of the action, amplifying the emotions you’ll feel and dramatising each scene.
Bursting with character
Larger than life historical characters make The Dungeons what they are. We re-imagined the brand as a giant comic book full of their bawdy stories. As well as making these anti-heroes the stars, this approach allowed us to breathe new life into existing photography alongside completely new compositions.
In the picture
To help give people a taste of The Dungeons’ unique brand of scary fun, the system heroes real people with real reactions. By combining audience photography with illustrated elements, we can capture the atmosphere without too much gory detail – a flexible approach which gives us control over the tone of each execution.
Digital by design
Merlin use a templated platform for their websites, and we supplied key pages and a toolkit to reinvigorate The Dungeons site. The new brand is ideal for social sharing, with a library of components making it easy to spread the message far and wide.
One global brand hub
The client’s favourite innovation is the online brand toolkit hub we designed and built. For the first time, Dungeons teams around the world have a comprehensive but accessible guide to their brand, alongside downloadable assets and templates – all written in The Dungeons’ distinctive tone of voice.
Rolling it out
As well as creating the overarching brand system, we work closely with regional Dungeons teams to create ongoing collateral. This can range from simple language variations to uniforms and merchandise, or promotions for specific experiences.
© 2020 Martin Lynch
© Martin Lynch 2021