Alexandra Palace

The People’s Palace

Alexandra Palace

Our rebrand story of ‘The People’s Palace’, showcased the original story when the palace opened over 140 years ago. Following a public consultation, Underscore created a new brand language and design structure with clearer navigation paths, leading users to their key area of interest and making booking events a much more enjoyable process.


Huge increases in brand awareness and digital performance saw the venue go back to the top ten for the Time Out events listing in London. We also helped raise £26 million in Heritage funding and this helped in winning the award for Best Regeneration Campaign at the PMA Awards.
£26 million funding as a result of campaign
1.25 Million visits in first year of launch
2,000 respondents during public consultation
79% of respondents agreed they would visit

Charlotte Johnson, marketing manager, Alexandra Palace

“A fantastic result and one that would be very different if you guys weren’t on board!”

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