Toxicator is a new thrill ride at Alton Towers Resort, launching in 2025. Working with the resort team and Merlin Entertainments, I developed the full brand identity for the attraction.

Drawing on the ride’s sci-fi narrative—a centrifuge extracting toxic substances from alien saliva—I created a bold visual system including the logo, custom typography, colour palette, textures, and industrial graphic elements for use across marketing, merchandise, and on-site applications.

I also brought the identity to life through motion, producing an animated logo used across digital campaigns and in-park displays to create a dynamic, cohesive brand experience.