THE DEEP

Conceptual rebrand exploring a bold new identity for Hull’s iconic aquarium

The Deep is a world-famous aquarium in Hull, known for its striking architecture and immersive marine experiences. This project was a concept rebrand completed as part of a university project, exploring how the attraction’s identity could be refreshed to better communicate its innovation, excitement, and educational value to visitors. The goal was to create a brand system that could work across signage, digital platforms, and marketing materials while remaining true to The Deep’s story.

The concept began with research into The Deep’s current brand and visitor experience, identifying opportunities to strengthen clarity, personality, and visual storytelling. The new system centres around an icon set inspired by the aquarium’s architecture, the River Humber coastline, and marine life. This approach created a flexible, cohesive visual language that could be applied across digital, print, and environmental touchpoints. Complemented by contemporary typography and an ocean-inspired colour palette, the design evokes fluidity, curiosity, and the unique character of the attraction.

The concept demonstrates a cohesive, professional approach to rebranding The Deep, showing how a strategy-led, icon-driven identity could enhance recognition, engagement, and visitor experience. While conceptual, the project highlights a thoughtful creative process and showcases how design thinking can transform a visitor attraction’s visual and verbal identity.