LOCHNESS - The18

The Challenge

Mysteriously bold with a splash of Scottish cheekiness.

When the Loch Ness Centre came to us, they had one question: How do you make a monster people aren’t sure exists feel more real, more interactive, and more Instagrammable than ever before?

Our answer:

Make the myth magnetic.
Build a brand with bite.
Give visitors ribbons. Lots of ribbons.

Client

Continuum Attractions

Branding Beyond the Deep.

We started by diving headfirst into the murky waters of Loch Ness lore (with metaphorical snorkels). Our mission? Craft an identity that balanced historical credibility, tourism appeal, and a healthy respect for 85 years of whispered speculation about what’s really in that loch.

Deliverables:

A fresh new visual identity: part cryptid mystery, part highland charm.
A logo that subtly nods to sonar waves and serpentine curves because Nessie loves a hidden detail.
Colour palette? Think deep loch blues, misty greys, and dash of monster green.
Typography that whispers “ancient secrets” while still saying “book tickets online.”

The Brief

The Digital Loch

Our website redesign wasn’t just about pretty pixels it was about summoning the spirit of Nessie into the 21st century. We created an immersive digital experience that:

Educates, engages, and entertains
Lets you book a deep dive tour or shop for plush monsters in under 30 seconds
Works as beautifully on mobile as it does from a castle turret

Plus, it subtly keeps alive the question: Could she be real?

Windows

Windows Into the Unknown

To keep the intrigue flowing from screen to street, we designed bespoke window graphics that wrapped around the Centre like tendrils from the deep.

These were not your average “stickers on glass.” They were:

Fog like patterns with hidden shapes that only reveal themselves at the right angle
Quotes from “eyewitnesses” that make you stop and wonder
QR codes that link to Nessie sightings and conspiracy theories (the tasteful kind)

Passersby didn’t just walk by they slowed down, stared, pointed, and asked questions. Just like with Nessie herself.

Wired

The Wired Wonder:
Nessie Reimagined

And now… let’s talk about the monster in the room.

We built a giant, hand-wired sculpture of Nessie part art installation, part emotional thermometer of public belief. And then we handed out ribbons. Why? Because everyone has an opinion. And we wanted to turn that opinion into art.

Instructions:

If you believe Nessie is real: tie a green ribbon to the monster.
If you think she’s a myth: tie a red one.
If you’re just here for the fudge: tie both and take a selfie.

Over the weeks, Nessie blossomed ribbons fluttered in the wind, creating an ever-changing, crowd powered artwork. It was belief made visible. A tangible expression of folklore in action.

People loved it. They queued to add their ribbon. They posted it everywhere. Some even changed their minds mid-tie. The monster became a memory-maker.

“We’ve worked with Ian and the team at 'the18' for years now, which in itself is a testament to their expertise and way of working. They are incredibly easy to work with, super responsive and always deliver great value for money.”

“Over time, they’ve become an extension of our team, bringing not just their technical and creative skills but also a level of honesty and integrity that we really appreciate. Ian isn’t a ‘yes man’, he’ll always give a straight, considered opinion and push for what he truly believes is right for us as a client. It’s that level of trust and commitment that makes working with them such a pleasure."

Alex CaleyHead of Group Support Marketing, Continuum Attractions

The Result

The Result

The Loch Ness Centre saw:

A huge uptick in footfall and social media engagement
An increase in site conversions and merchandise sales
Tons of user generated content (shoutout to the kid who dressed as Nessie and added a whole scarf instead of a ribbon)
And, perhaps most importantly… an invigorated sense of wonder around a mystery that refuses to be solved

Final Thoughts

Final Thoughts

We didn’t just rebrand a visitor centre. We reawakened a legend.
Because when it comes to Nessie, it’s not about proof it’s about possibility.

And honestly?
We believe.

Monsters, Myths & Magnetic Branding Reimagining the Loch Ness Centre