The following designs are official company graphics owned and used by Alton Towers Resort, Merlin Entertainments, and Staffordshire University. All logos and graphics depicted in this design are the property of Alton Towers Resort, Merlin Entertainments, and Staffordshire University and are protected by copyright law. All rights reserved.
Alton Towers Resort 2025 Colleague Map
Official bespoke illustrated map for Alton Towers Resort!, including backstage areas. This document is confidential and must not be removed from this website or shared online. One of the most exciting aspects of this project was ensuring 100% geographic accuracy. Every path, building footprint, and space is mapped precisely so the team can rely on it in their daily operations. But beyond functionality, I wanted to make the map fun and engaging too. To add an extra layer of creativity, I even “cut” through the roofs of some buildings to reveal the exciting insides, giving the map a playful yet practical design. Going the extra mile with details in each land of the park, colour changing paths, and theming elements, and colleague-specific details.
Service Standards
Use our Initative
Smile and Greet
Create Fantastical Memories
Show pride in our Resort
Focus on Safety
Share our Knowledge
I was tasked with creating logos and a brand for the new Alton Towers service standards, representing six key standards while reflecting the updated Alton brand. The aim is to bring a sense of simple fun, infused with deep meaning and connections to various elements throughout the resort. The designs will not only embody these service standards but also symbolise iconic features from Alton Towers, including all the resort hotels, the waterpark, Wicker Man, Corkscrew, Alton Manor, The Smiler, The Towers, SEA LIFE, retail, golf, and events. Each logo will be crafted to resonate with guests and staff alike, reinforcing the commitment to exceptional service and creating memorable experiences across the resort.
I was tasked with creating a video to announce the release of the new service standards. The video was shared through internal communications and displayed on signage around the backstage areas of the resort. I animated the logos for each service standard and designed engaging introductory animations to highlight the key aspects of each individual logo.
Planning and Improvement Logo
Design for a departmental logo for the Planning and Improvement team at Alton Towers Resort, incorporating all three parts of the department: continuous improvement, central planning, and multi-skilling. The logo can be seen around the CPT office and MHQ.
VARM GRADUATION 2024
Front Page
Sign in sheet
Sub Terra Page
Visitor Attraction and Resort Management Graduation Yearbook
Visitor Attraction and Resort Management Graduation Certificate
ADDITIONAL ATR and MERLIN Graphics
Post-Interview Guide book
Post-Interview Guide book
Stage Portals - Used Internally
Logo for Uniform Policy- Used Internally
- Used Internally
Story Training Logo - Used Internally
Star Certificate Used Internally
Own your craft Egg - Used Internally
Quiz Post - Used Internally
Eid Post - Used Internally
Egg hunt Post- Used Internally
Work Experience Certificate - Used Internally
Used Internally
Diwali Post Used Internally
Star Awards trophy Image
Fond Farewell signature Board
2024 Card from Bianca - Used Internally
Used Internally within Merlin
VARM LOGO
This updated version of the previous logo was formally created by Lew Gilmore.
Logo
Full Design
To see the New and Updated Logo and Branding for VARM, click the button below!
Scaremaze Cast Badges
Daz Games: Panic Design
Daz Games: Panic Badge
Trick'O'Treat Town Design
Trick'O'Treat Town Design
Darkest Depths
During Scarefest 2022 & 2023, I designed the themed cast and crew badges for the scare mazes at Alton Towers Scarefest! It was a pleasure to put my artistic skills to work and create these badges for attractions like Daz Games Panic, Trick o' Treat Town, and Darkest Depths.
Shadow Seekers: Curse Unleashed is a location-based experience only at the Alton Towers Resort. The Alton Towers app is required to participate. You will need to create an account to play. Using the NFC touchpoints across the park, tap your phone on the toy to add it to your toy box. You must find the toys and bring them back to the manor before Emily can stop you! Be careful — Emily likes to play games, especially hide and seek. This AR trail on the app finishes at the manor, encouraging greater use of the app and guests to visit and ride Alton Manor, continuing the marketing campaign for the 2023 attraction. As a location-based game, guests must be at the resort to play and download the app, promoting both traffic to the app and guest flow around the park by using NFC touchpoints to add toys to the toy box.
Found Toy
Found Toy
Found Toy
Not a real Alton Towers Resort concept, this project was a university report aiming to to present new emerging technologies that could be used to create marketing and digital communications for The Cure at Alton Manor
ATR special event NIGHTS
Pride Logo
Rainbow illuminated Towers
Alton Towers Pride Nights: Three after-hours Pride nights in June. This special event is a cost-effective and profitable way to promote inclusivity within the LGBT community after the park has closed. As an after-hours event, it will not be visible during daytime operations, ensuring that the resort's target market (families) remains unaware and happy. The event will feature lighting down Towers Street and illumination of the Towers, as well as decorations and sets that will be moved onto the lawns after the park closes and removed before the next morning. The stage will feature headline acts, such as drag queens and street performers, throughout the night, along with speciality-themed food and merchandise. Certain rides and attractions will also remain open during the event, along with various speciality activities, such as photo opportunities.
Personal logos
Mardi Gras
Halloween
MYTHANTICA
As part of my university degree, I was set the challenge of creating a visitor attraction over three months. I had the pleasure of presenting the concept to industry professionals from around the UK. My role as lead creative designer for the resort was to create a strong brand identity, along with all the graphic design and visuals for the project. I am extremely passionate and proud of this project, which is why it has its own designated page. Click the button below to see the full Mythantica concept.
Logo
Story
Realms and Hotel
Layout and Tickets
Rides and Attractions
Characters
Projection Show
Accessibility and Marketing
Uni-box
Introducing Uni Box: The ultimate subscription service designed for university students feeling homesick. Each week, you’ll receive a thoughtfully curated selection of delicious meals and snacks that bring the taste of home right to your doorstep. Our boxes feature a variety of comforting options, from classic dishes like roast dinner for one and tacos to sweet treats like brownies and homemade cookies that remind you of family gatherings. Every Uni Box is packed with fresh ingredients and easy-to-follow recipes, allowing you to whip up your favourite meals in your student kitchen. Plus, we include a personal note and tips for staying connected with loved ones, making it the perfect care package to brighten your week. With flexible subscription plans, you can receive your box weekly or bi-weekly, with either collection or delivery, ensuring you always have a taste of home when you need it. Say goodbye to homesickness and embrace the comfort of Uni Box!
Various Designs
Ride Scrap Books
