Camera Obscura
Travel & tourism
Edinburgh
Brand look and feel (redesign)
Brief
As Scotland’s oldest visitor attraction, Camera Obscura knows a thing or two about staying relevant. That’s why they continually invest in their brand. The tourist destination competes with several others, including the popular Edinburgh Castle, some 60 metres away.
We were asked to help Camera Obscura stand out in a crowded marketplace, and to create a brand identity that reflected the magical experience awaiting its visitors.
Our approach
Customer research showed us that Camera Obscura is a ‘unique, fun and interactive’ experience for visitors. We designed a brand identity to reflect this feeling, using jostled-together letterforms to create a sense of movement and play.
Alongside the logo, we developed a new in-your-face colour palette and typographic style, plus a new design approach. We helped the organisation to roll out the brand redesign across the entire building and online. Since then, we’ve applied the brand to new promotional campaigns, including a mascot that featured on trams across Edinburgh.
