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The Challenge:
How do you integrate an 80s ‘Garage Racing’ aesthetic into a brand-new Western-themed land?
With a focused budget, the brief required a facade and branding refresh for the ‘Accelerator’ attraction to sit cohesively within the new Frontier Falls area while retaining the existing green rollercoaster track and old queue line. The challenge was to bridge the gap between two distinct eras without losing the identity of the ride itself.
The Concept:
Leaning into the park’s storyline of a machine that ‘accelerates through time’, I was brought in to develop the visual identity that acted as a Narrative Bridge between the two themes. My creative approach blended industrial, high-tech accents with weathered, frontier-inspired elements to create a logical transition for the guest, ensuring the ride felt like a purposeful inhabitant of its new environment.
The Experience:
In the world of themed entertainment, creative directions often evolve. While the final logo was adjusted to align more closely with the broader Frontier Falls identity, this project remains a fantastic study in narrative problem, thematic Integration within real-world budget constraints. It proved that a strong story can harmonise clashing aesthetics to maintain a seamless guest journey.
Collaboration with The Business Creative for Drayton Manor.
< Back
How do you integrate an 80s ‘Garage Racing’ aesthetic into a brand-new Western-themed land?
With a focused budget, the brief required a facade and branding refresh for the ‘Accelerator’ attraction to sit cohesively within the new Frontier Falls area while retaining the existing green rollercoaster track and old queue line. The challenge was to bridge the gap between two distinct eras without losing the identity of the ride itself.
The Concept:
Leaning into the park’s storyline of a machine that ‘accelerates through time’, I was brought in to develop the visual identity that acted as a Narrative Bridge between the two themes. My creative approach blended industrial, high-tech accents with weathered, frontier-inspired elements to create a logical transition for the guest, ensuring the ride felt like a purposeful inhabitant of its new environment.
The Experience:
In the world of themed entertainment, creative directions often evolve. While the final logo was adjusted to align more closely with the broader Frontier Falls identity, this project remains a fantastic study in narrative problem, thematic Integration within real-world budget constraints. It proved that a strong story can harmonise clashing aesthetics to maintain a seamless guest journey.
Collaboration with The Business Creative for Drayton Manor.
< Back