The Dungeons launches global brand refresh

The Easter bank holiday marked the launch of our global brand refresh for The Dungeons – the iconic attraction brand that runs The London Dungeon and other attractions across the US, Europe and China.
10th April 2018

The Dungeons’ evolved brand is designed to create more appeal among teenagers and to dial up the ‘fear or fun’ factor for different markets around the world. On top of its UK attractions, The Dungeons brand owner, Merlin Entertainments, operates similar sites in a number of cities around the world including Amsterdam, Berlin, Hamburg, San Francisco and Shanghai.

In developing the brand, we were keen to bring the brand’s dark sense of humour to life, taking an illustrative route that amplifies emotion and dramatises scenes through a mixture of thrill and comedy.

Targeting this audience is competitive, so stripping back the creative and focusing on fun and irreverence through colour and copy was key.”
Helen Butler
Senior Global Brand Manager,
The Dungeons

The newly designed website is now live and the out of home advertising we designed is currently being rolled out across multiple sites in London and Germany. The Dungeons marketing teams around the rest of the UK and overseas will manage other localised brand assets and advertising in the coming weeks.

The Dungeons and 
Merlin Entertainments

The Dungeons is a Merlin Entertainments brand. Merlin is the largest European entertainments company operating in Europe and runs 124 attractions in 25 countries across four continents. Its aim is to deliver unique, memorable and rewarding experiences to millions of visitors across its growing estate.

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