Leaning Into The Ship

Who says history has to be serious and boring? The new identity for Portsmouth Historic Dockyard throws out the dusty museum playbook and goes all-in with clever copy and bold visuals. Creative studio SomeOne turned a centuries-old naval collection into a cheeky, modern brand using one simple word: ship. With punchy headlines like “Tough ship” and “Oh ship!” plastered across imagery of their nautical showpieces, the campaign leans into emotional reaction and surprise. Each ship gets its own color palette and typographic essence, making the whole system feel fresh, flexible, and fun. It’s a great reminder that good design doesn’t just tell a story, it makes people feel it, even if it’s 500 years old.