Portsmouth Dockyard to hoist Brand New Day makeover

Portsmouth Historic Dockyard has appointed local consultancy Brand New Day to create an identity and a comprehensive signage and navigation programme for the attraction. The group won the project last week, following a four-way pitch.

Portsmouth Historic Dockyard is home to three of Britain’s most historic ships – Nelson’s HMS Victory, the Mary Rose and HMS Warrior 1860 – along with the Mary Rose Museum, the Royal Naval Museum and Action Stations, an interactive exhibit about the modern-day Navy.

Brand New Day’s work will encompass print and on-line communications, but the key component is the delivery of an overarching umbrella brand for Portsmouth Historic Dockyard, says marketing director Clive Johnson.

‘The brief for this project comes from our five-year strategic review – it’s our aim to be seen as the leading maritime heritage attraction in the world,’ he says.

The challenge for the group, he adds, lies in delivering an identity that appeals to the attraction’s diverse audiences and also fits within the historical, Grade I-listed site.

Brand New Day account director Jonathan Gregory says navigation will be a key concern.

‘We don’t want to dress up what is a very good product and give it the theme park treatment,’ he says, ‘but there’s a recognition that the visitor experience could be improved through signage.’

The group is about to begin creative work, led by creative director Brett Warren, and the identity is expected to launch in early 2006.

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