Merlin Entertainments

Human Magic | Creative Direction + Campaign Design + Brand Guidelines + Assets

Creating a global Learning & Development (L&D) brand identity for Merlin Entertainments that unifies L&D offerings across all regions and sub-brands. The brand had to be fresh, modern, and distinct, celebrating the memorable development experiences at Merlin. This includes a name, identity, look, feel, and tone that L&D teams worldwide can adopt. The brand had to stand out on its own, without linking to the current corporate identity, and work seamlessly with sub-brands like Legoland. Merlin Entertainments, a leader in family entertainment with attractions like Alton Towers and Madame Tussauds. The idea had to lean into the imagination and wonder that learning has to offer at Merlin. Therefore creating an identity and tone of voice that under one name & one look and feel can be adopted no matter what country you work in, or for what brand.

During live workshops at the Gardaland resort, the team demonstrated these values through a collection of merchandise and by integrating the values throughout the day's activities.