Merlin Entertainment’s suite of aquariums needed rebranding with an overarching visual identity for its SEA LIFE brand, that also reflected the local character of each venue. Arterial has been engaged since 2013 to work on this ongoing redevelopment of their aquariums across Australia and Asia. Designs incorporate bright, bold environmental graphics that immerse visitors in the habitat of each zone. The large-scale wall graphics reflect local species and environments—from murky mangrove swamps, to coral caves, rock pools, lush rainforests, icy Antarctic scenes and sandy beachscapes. Illustrations and diagrams offer up-close educational experiences with sea urchins, crocodiles, shark eggs and seahorses.