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 aligned with the brand’s established style.