Madame Tussauds


Famous Fun.

Unequivocally the world’s leading and most loved wax attraction, famous globally for making life-like wax figures of the most famous people in the world.

Madame Tussauds is one of the world’s most iconic tourist attractions. SomeOne has been working with them to strategically develop and create their new global branding and communications.

SomeOne have been working with Madame Tussauds to reposition the brand to reflect the new, exciting, more immersive and dynamic experiences being developed at attractions around the globe.

The new vision for Madame Tussauds is to be the world’s leading producer of extraordinary, immersive, engaging and interactive entertainment – competing with a much broader set of entertainment experiences including theme parks, museums, and immersive theatre.

Our work has encompassed strategy and positioning, through identity to communications, advertising and experiences.

We have been working with Madame Tussauds globally, rolling out a more engaging brand, identity and experience – one that better reflects the emerging ‘immersive’ experiences, whilst still delivering a compelling brand that supports all of the heritage and provenance in wax.

Adding a touch of ‘wow’ to everything you experience at Madame Tussauds. We call this ‘wax++’.

To complement the new vision, we developed an entirely new BrandWorld.

The core colour was evolved into an extended palette that creates blends that can tonally adapt to different subject matter.

We also created a vast palette of ‘sparkles’ that interact with figures and typography to add depth to communications.

We introduced bold new typography paired with short sharp statements to engage consumers – all in multiple languages.

The logo was redrawn by renowned hand lettering artist Alison Carmichael to reproduce effectively throughout any medium – specially designed to be more effective in digital applications.

The photographic imagery was created with long-time SomeOne collaborator, photographer Sorted.

This has been an incredible opportunity to showcase how effective our BrandWorld methodology can be (even on the world’s biggest stage). Our largely non-written visual approach truly reflects the international excitement and dynamism of the new vision’.

Rich RhodesCreative Director, SomeOne

Gary Holt, SomeOne Founder adds:

“One of the biggest opportunities was to better capture and deliver the wax figures in photography – to highlight the expert craftsmanship, and further highlight the often uncanny likeness that so many of Tussaud’s creations deliver. After several test shoots we developed a unique method of lighting the figures with coloured light to enhance the sculptural detail and artistry”.

In addition to the global rebrand, SomeOne is working with key sites around the world to create engaging campaigns throughout various touchpoints – from a TV, Print & Outdoor campaign in New York for the Ghostbusters Experience, to a print campaign for a new attraction in Istanbul, to an out of home & digital campaign in London for the Kong Experience — supporting the Skull Island movie.

All of the new brand work for Madame Tussauds is hosted on SomeOne’s exclusive Brand Cloudlines system, enabling brand managers, agencies and suppliers, global access to brand assets 24/7.