Discovering Dinosaurs Branding

Located in Coal Drops Yard in London's King's Cross, Lightroom is a cutting-edge immersive exhibition space that has quickly gained recognition for its collaboration with some of the greatest creative minds across art, music, film, fashion, science, and beyond. Known for pushing the boundaries of what an exhibition can be, Lightroom offers visitors a truly unique and interactive experience that engages the senses and inspires wonder. The space has previously hosted high-profile collaborations with renowned figures like David Hockney, Tom Hanks, and Vogue, cementing its position as a key player in the world of immersive art and culture.

We were thrilled to be given the opportunity to create the branding for Lightroom’s biggest exhibition to date: Discovering Dinosaurs, in partnership with Apple TV and the groundbreaking series Prehistoric Planet. This collaboration brought together the latest in technological innovation and scientific accuracy to bring dinosaurs to life like never before. Apple TV’s Prehistoric Planet uses state-of-the-art CGI and motion capture technology to craft incredibly realistic dinosaur animations. The team works closely with palaeontologists to ensure that every dinosaur’s behaviour, movement, and environment are meticulously researched and scientifically accurate. The result is a breathtakingly immersive experience that blends cutting-edge visual effects with deep-rooted scientific knowledge.

For the branding, we chose to create a distinctive and bold wordmark that would capture the energy and scale of the exhibition. We paired this with simple yet effective iconography—a boy and a dinosaur—embodying the spirit of discovery and adventure that the exhibition offers.

In keeping with the minimalist aesthetic, we chose a single, powerful colour for the branding, inspired by the stunning T-Rex animation created by 59 Studio. This decision ensured the visuals were cohesive and impactful, drawing attention without overwhelming the viewer.

In addition to creating the logo and Visual Style Guide, we also coordinated and Art Directed the exhibition’s launch campaign. This included overseeing a photoshoot at Lightroom featuring the first-ever animated imagery from Discovering Dinosaurs. The challenge was to ensure the photoshoot captured the essence of the exhibition and resonated with the right audience. Selecting the perfect models and directing the shoot with precision were crucial in achieving this goal. Once the photography assets were complete, we turned them into promotional materials, including a launch poster and social media assets, which helped to build anticipation and excitement for the exhibition.

By combining creative branding, scientific accuracy, and compelling storytelling, the Discovering Dinosaurs exhibition will become an unforgettable experience, bringing the ancient world of dinosaurs into the present day through the magic of modern technology.