Blackpool is a place like no other, so it deserves a museum like no other. A place of glitz and glamour, where fun reigns and joy takes centre stage. Instead of simply documenting the area’s history, we decided to showcase the weird and wonderful ways entertainment has shaped Blackpool’s story, and the unique role Blackpool has played in the world of showbusiness.
We gave the museum all the charm, appeal and entertainment value of a top-bill seaside attraction. This included positioning Showtown not simply as a museum about Blackpool, but a national celebration of fun and entertainment as an art-form – and Blackpool’s pivotal role in shaping it.
The result is a dynamic, versatile visual language that’s packed with all the joy and whimsy of Blackpool itself. Like an all-star cast performing on stage, Showtown’s identity is much more than the sum of its parts. It’s based on a toolkit of ‘brand blocks’ – bold, simple graphic icons that tease the thrilling experiences that await inside the museum. Colliding in creative combinations, they tell stories in playful ways alongside copywriter, Nick Asbury’s upbeat tone of voice to delight and surprise.
Showtown is already capturing imaginations before it has even opened. Visitors and residents will be in for a treat when the curtain does go up in 2021, with the museum revealing the town’s lasting influence on the entertainment world. Heather Morrow, Head of Heritage at Blackpool Council commented, ‘we love our new Showtown brand, it’s energetic, vibrant and playful. It reflects Blackpool’s personality and what we set out to achieve’.