Portsmouth Historic Dockyard
unEXPECTed EXPERIENCES
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.
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.
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.
