Historic Royal Palaces wanted to attract more visitors to the Tower of London while celebrating its role in shaping the city over centuries.

We paired the Tower’s most iconic elements with beautifully crafted typography that echoed its bloody past. In doing so, we also created ‘The TOWER is LONDON’ logo, which was gifted to the Tower and became a lasting emblem, appearing on everything from posters and postcards to T-shirts and tote bags.