Alexandra Palace
Client
Alexandra Palace
Project
Branding, Communications, Marketing, Placemaking, Print, Property
The People’s Palace
Rebrand and communications for an iconic London venue
Alexandra Palace is a London venue with an extremely rich history and diversity of uses. Our rebrand positioned it as ‘The People’s Palace’, showcasing this huge variety of uses while also leaning on Ally Pally’s original story when opened over 140 years ago.
£18.8 Million
funding raised as direct result of campaign
WINNER
Regeneration Campaign, Property Marketing Awards
About the brand exploration
Our aim was to excite and attract visitors old and new, while also increasing engagement from staff through an extensive internal comms project.

Following the rebrand, we also helped plan and execute a widespread public engagement campaign with the aim of raising funds for a major regeneration project. The campaign was a major success, helping to raise £18.8 million in funding and winning the award for Best Regeneration Campaign at the Property Marketing Awards.
1.25 Million
visits in first year of launch
87%
increase in traffic
Discovering ally pally online
The website for Ally Pally invites audiences to learn and discover more about the venue whilst engaging with the brand. After winning a CSS award with our first site design we added 87% of new traffic visitors in year one. Following a public consultation where over 2,000 people offered their opinions through Facebook, Twitter and Alexandrapalace.com, underscore created a new design structure with clearer navigation paths, leading users to their key area of interest and making booking events a much more enjoyable process.
according to willis
Alexandra Palace needed an internal communications platform to connect their various internal departments and keep them updated and engaged with a host of daily and weekly activities. Underscore looked deep into the archives to find a way to connect the Palace with today’s custodians and internal stakeholders. The result was 'The Ghost of Willis' who was a character inspired by the Palace's Victorian organ (no really) who would form the mouthpiece for all of our various requirements.

Our monochrome illustration style supported by contemporary bold colours was chosen to reflect a Victorian brand working in a modern day setting. This was continued across our tone of voice with our character Willis speaking the Queen's English in a formal tone whilst remembering to 'keep it real' wherever possible.
2,000
Respondents during public consultation
79%
of respondents agreed they would visit
Tomorrow's Ally Pally
The Trustees of Alexandra Palace have been developing a ‘spatial masterplan’ for the future use of the building, looking at the whole site and how people might use it and move around it in years to come. Our role was to visualise and deliver a public friendly communications campaign across their website, social media and within an on-site exhibition to share these ideas with the public.

Alexandra Palace is the people’s palace, and their views are critical to shape the future of their palace. Our 'public opinion wall design' created a model of the building from comments allows the palace to prioritise their ideas as they move to the next station of the regeneration process.A key part of our role was analysis of user behaviour and responses to the survey, to give the Palace a better picture of the behaviour and requirements of their audiences. Longer term, this will help the palace shape their strategy and offering.

Charlotte Johnson, marketing manager, Alexandra Place

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

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