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unEXPECTed EXPERIENCES: Reimagining Portsmouth Historic Dockyard

The Client

Portsmouth Historic Dockyard (PHD) is not just a museum; it’s a living, breathing narrative of Britain’s naval history. As one of the UK’s top maritime attractions, PHD welcomes over half a million visitors every year, offering a unique blend of cultural and historical experiences. Located in the heart of Portsmouth, this iconic site is home to legendary vessels like HMS Victory, HMS Warrior, and The Mary Rose, alongside cutting-edge exhibitions like Victory Live and the Explosion Museum of Naval Firepower.

The Opportunity

Portsmouth Historic Dockyard wants to be seen as a place where history isn’t just remembered—it’s relived and experienced; it is more than just a collection of historic ships; it’s a dynamic experience that engages visitors of all ages. The challenge was to craft a unified, year-long campaign that would not only attract visitors but stay in people’s minds and keep them coming back time and time again. This was a campaign to deepen the connection between Portsmouth Historic Dockyard and its audience, turning casual visitors into lifelong fans.

The team at The Graphic Design House were tasked with creating a compelling strapline, dynamic visuals, and consistent branding across all platforms—both online and offline. The goal was to refresh Portsmouth Historical Dockyard’s visual identity while staying true to the rich history that makes it so special.

“We really enjoy working with the team at TGDH they are hardworking, enthusiastic and care very much about the work they produce for us. They work seamlessly with us, and we consider them to be very much an extension of our team. I’ve never worked with agency that are so responsive, our organisation and offer is complex and they are able to navigate that and give it their all.”

Racheal Brasier
Brand and Marketing Lead
NMRN

Our Approach

We started by walking in the footsteps of visitors, exploring every nook and cranny of the dockyard. This wasn’t just about understanding the site; it was about understanding and experiencing it as a customer would.

We quickly realised that Portsmouth Historic Dockyard’s strength lies in its ability to surprise and delight—whether you’re a history buff or a first-time visitor, there is always something new to learn and moments of awe and connection to the past. We knew our creative designs needed to capture this essence.

The Strapline: ‘unEXPECTed EXPERIENCES’
Our strapline, ‘unEXPECTed EXPERIENCES,’ is more than just words; it’s a promise. It tells visitors that while they might think they know what’s in store, Portsmouth Historic Dockyard has surprises around every corner that will make their visit truly memorable.

The Creative: The Digital Cube
To bring this idea truly to life, we designed a ‘digital cube’ that became the cornerstone of the campaign. Each side of the cube showcased different attractions at Portsmouth Historic Dockyard, giving the sense that there’s always something new to discover. The cube wasn’t just a static image either; it was animated, moving like a Rubik’s cube to reveal different facets of Portsmouth Historic Dockyard’s offerings.
The glow from within the cube also hinted at the modern, tech-savvy experiences waiting inside, perfectly blending Portsmouth Historic Dockyard’s historic roots with its forward-thinking modern approach.

Results

This campaign proves that when you combine history with creativity, the results are nothing short of extraordinary The campaign was a game-changer for the Dockyard. Visitor numbers surged, and the feedback was overwhelmingly positive.

The creative provided was future-proofed and adaptable, allowing for quick turnarounds and consistent messaging across all platforms. Portsmouth Historic Dockyard didn’t just see an increase in visitors; they saw an increase in engagement, with visitors spending more time exploring and sharing their experiences with others.

Next Steps

Our work with Portsmouth Historic Dockyard is far from over. Building on the success of the ‘unEXPECTed EXPERIENCES’ campaign, we’re continuing to develop creative strategies that keep visitors coming back for more. The next project? Ensuring that the next campaign is just as impactful, with new surprises and experiences that will keep audiences engaged and excited about what’s next.