SEA LIFE has been a huge success for Merlin. But one of the secrets of success is to never stand still. We were asked to revitalise the business through Brand Alignment.

We started by exploring; we spoke to staff, conservationists, customers, potential customers, the media and we explored across the world. At the end of the exploration we delivered the Brutal Truths and with them we created a new vision for the brand. An essence, personality and 5 values. Nothing more simple or complicated than that and all aligned to the business goals for the next 5 years. Then we helped them make it happen. We worked out what the 7 big things they needed to do to deliver the vision, produced route maps and simply got on with it.

Today, SEA LIFE is delivering sales well above expectations and enters the next ten years of its development, revitalised and re-invigorated.