Seachange alters waxwork image

Madame Tussauds introduces a revamped identity by Seachange next month, designed to update the image of the attraction and reflect the broader interests of the group, which also includes the London Eye and Alton Towers.

In addition to the identity, which will be applied to all signage, and internal and external communications, the group has refreshed corporate language and tone of voice. Seachange has also completed brand guidelines for Madame Tussauds international sites in New York, Hong Kong, Las Vegas and Amsterdam. The work will be unveiled later this month and rolls out from May.

The attraction is trying to shift its image from a ‘fusty’ waxworks to an interactive experience for visitors, says Seachange creative director Sally Costen. The consultancy was briefed to transform a ‘might see’ into a ‘must feel’ destination, and to create a ‘sense of awe’ for visitors.

‘The marque is designed to push forward the shift in gear at Madame Tussauds, and reflect the group’s wider interests,’ says Costen.

New-found energy at Madame Tussauds includes last year’s introduction of a Kylie Room, featuring live dancers, video and music, and the appearance of David Beckham’s waxwork in Trafalgar Square during the World Cup last summer.

The consultancy won the work without a pitch on the strength of an ongoing relationship with Madame Tussauds, says Costen. The project was led by Costen with senior designers Fränk Levent and Simon Attfield.