King Richard III Visitor Centre were looking to refresh and update their marketing collateral so that this would not only appeal to their older target market, but also families, an audience they were looking to attract more visitors from. With this in mind, we were asked to design a bold and eye-catching creative concept that would engage with audiences and give visitors a clear picture of what they can expect from the attraction – the history of the story of King Richard III, whilst not losing site of the archaeology and science behind his discovery. The ideas also needed to be flexible so that they could be easily transferred across multiple channels as and when needed.
The suite of literature designed for this project were the general sales leaflet for a door drop across the local area, and the gate map for visitors to use on arrival as a guide to the attraction.
The colours of the original sales leaflet were rather dark and sinister looking so we introduced an additional brighter palette of colours with a light turquoise to help draw attention to interactive parts of the visitor centre. These colours were also more aligned with selling an attraction and to give the branding a more retail type feel, plus appealing to a wider audience. We also updated the current imagery with newer images from the attraction to demonstrate the interactive experience children (10+) can enjoy on their visit.
For the gate map, we brought in the turquoise colour to elements of the pages alongside the primary colour of the beautiful rich gold to stay in keeping with the royal theme of the attraction. One of the objectives of the gate map was to showcase some of the highlights within the centre so we utilised some of the new photography using a key within the map so visitors could get a snapshot of what they were about to see.
The finished product is striking in its design and engaging in its content. Incorporating vibrant images of young people interacting with key elements of the attraction brings a fresher, modern feel to the literature and ensures their proposition creates intrigue and interest in a competitive attraction marketplace.
The client was thrilled with the results and is already looking at further projects with us to roll out the new design across various elements of their marketing materials.