A new pup-tastic land

Working in collaboration with the teams at Merlin Entertainments and Paramount Global, LMC Design helped shape the visual identity for the World of PAW Patrol at Chessington World of Adventures. From the outset, the challenge was to create a cohesive identity system that lived comfortably within the established visual language of the PAW Patrol IP, while still delivering something fresh and ownable for the attraction. This required a careful balance of creativity and discipline — learning to design within a set style so that every output felt unmistakably authentic to the brand.

A key part of the project was the creation of the ride logos. Each logo needed to feel fun, dynamic, and full of character, while clearly embodying the personality of the pup featured in that experience. The designs had to be energetic and playful, yet structurally consistent with the wider PAW Patrol visual system, ensuring that every ride felt part of the same world while still having its own distinct identity.

Motion design followed the same principles. Animations were developed to sit naturally within the PAW Patrol aesthetic, ensuring that transitions, reveals, and on-screen moments felt like a true extension of the IP rather than an overlay. The result was a motion language that supported the storytelling of the area while remaining fully aligned with the brand’s established style.

The hoarding was some of the very first identity work produced for the area, acting as an early teaser for guests. These large-scale graphics introduced the World of PAW Patrol before it opened, combining bold visuals with interactive elements that guests could engage with while in the park. This early touchpoint helped build anticipation and excitement, while setting the tone for what was to come.

The key visual needed to be fun, dynamic, and instantly eye-catching - a creative that could sell the idea of the World of PAW Patrol at a glance. Working closely with Paramount, careful consideration was given to the placement and prominence of the pups, while also showcasing each ride in its own unique way. The result was a hero creative that captured the energy, adventure, and personality of the area while remaining completely true to the PAW Patrol brand.

To ensure consistency across every application, LMC Design developed a comprehensive and detailed set of guidelines. This thorough deck codified how the identity, logos, visuals, and motion should be applied, allowing future teams to follow the IP’s rules to the letter and maintain a unified, high-quality execution across all touchpoints.