Alton Towers Repositioning
This was a self-led project I carried out in order to become familiar with the repositioning process, particularly with the Jungian archetype structure. I identified Alton Towers as a theme park that required a rebrand due to it's outdated appearance and somewhat muddled identity.
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I began by identifying the park's current identity and positioning, and where this could shift to. Alton Towers is a theme park with a rich heritage, and this isn't entirely reflected in its visual language. Their current positioning within the 'magician' archetype focusses on an "escape" from the everyday, highlighting their "short break" options.
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I believed that the park's positioning had some good attributes, but new ones could be useful. I used this as my starting point to create a new visual identity.
New Logo
The new Alton Towers logo would encapsulate the park's heritage, featuring the iconic towers alongside a typeface and colour scheme inspired by logos of the past. I also felt that it was important that the establishing year was mentioned on the logo, reminding guests of its legacy.
Alongside the new logo, a new pattern featuring the initials of the park would feature on posters and visuals, imitating a classical wallpaper design to reflect the parks heritage.
Visual Language
Brand Values and Mission
The new identity would maintain its previous values of escapism, creativity and ambition, and implement new "innocent" archetype values of legacy, reliability and community, with an aim to create the most distinctive and homely theme park experience in the UK.
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"Uncover the Legacy. Live the Excitement"
Logo and Visual Language Applications
The new logo applied to different events at the park - Halloween (top right), Oktoberfest (bottom left) and Christmas (bottom right).
Icons inspired by the new visual identity, used on the park map, app and other services.
Visual identity applied to a closed kiosk sign.
The new logo and visual identity applied to Alton Towers Instagram page, along with their new primary hashtag, #uncoverthelegacy.
Target Audience and Ride Posters
The new Alton Towers brand would target teenagers and young adults aged 13-30 as a primary audience, with children and adults aged 30-40 as a secondary audience. Alton Towers has built its popularity on its history and its thrilling rides, such as Nemesis and The Smiler, so I felt as though it was important that these rides were given a spotlight within the repositioning.
Oblivion, Rita and Nemesis: Reborn feature in their own posters, with their taglines featuring alongside the ride itself.
Merchandise
The new logo would also be applied to a range of merchandise, including hoodies, bags, hats, t-shirts, homeware and more. A large part of the theme park experience is that visitors can make something from the park theirs, so original and intimate merchandise would play a large part in the new direction of Alton Towers.
