A totally flexible design system to be used across all avenues of marketing for the dockyard.
Portsmouth Historic Dockyard were looking for an identity which reflects their change in becoming an umbrella brand for everything that resides there such as the Mary Rose Museum and Royal Maritime Museum.
This identity is built upon a modular grid which gives a huge amount of flexibility to resize and move assets on the panel. Paired with a visual language giving an ode to “Join The Navy” posters using bold typography, colour and discoloured, textured paper. Naval flags from the logo and historical imagery shows the historic ships in their prime, and acts as a teaser to the audience to not give too much away to begin with.
The grid comes alive through animation, with a dynamic smooth movement identity. This is where the flexibility is really shown off. Any campaign from the dockyard can be ran through this identity, and it can easily be picked up by other designers. A truly flexible and adaptable design system.
