Royal Armouries
Defining a bold new voice and a bold new proposition for world-class IP
The Royal Armouries care for one of the oldest and most extensive public collections of arms and armour in the world. Through Royal Armouries Entertainment (RAE), that heritage is reimagined for modern audiences across media, entertainment, and video games. To unlock the full potential of this offering, RAE partnered with Grandad to clarify its proposition, sharpen its messaging, and position itself as a leader in IP solutions for the entertainment sector.
Our work began with defining a clear and compelling brand proposition for Royal Armouries Entertainment. This meant establishing how RAE sits alongside the parent Royal Armouries brand - aligning with its values, authority, and heritage, while carving out a distinct identity tailored to commercial partners in entertainment and gaming.
By carefully balancing credibility with creativity, we helped articulate how RAE transforms centuries of history into rich, adaptable IP ready for contemporary storytelling.
With the proposition in place, we moved into content strategy and core messaging. Through a structured audit of key website pages, we assessed what content already existed, what could be refined, and where new content was required. This process ensured clarity, consistency, and focus across the site.
The resulting messaging framework clearly communicates RAE’s value to studios, developers, and producers, highlighting its expertise, depth of collection, and ability to collaborate across media formats.
By focusing on a well-defined communication strategy and making the most of existing design components, we helped shape a confident, authoritative voice for Royal Armouries Entertainment. The outcome is a clear, future-facing platform that positions RAE as a trusted partner and leader in IP solutions for the entertainment sector, bridging heritage and innovation with purpose and clarity.
