This identity uses the simple idea of taking all the vertical lines out of the typography; Then animate them coming down like jail bars shutting, to present the prison museum. This idea forms a device throughout, building a sense of intrigue for the audience and creating a ominous atmosphere. The posters were designed incorporating the classic stripes you find in prisons and intertwining this with medieval imagery, showcasing the gory history the museum boasts. The contrasting black and white colour-scheme expresses the themes of good/bad and past/present which compliments the prison theme, also linking back to what prisoners wear. It also uses a medieval-like tone in the copy, to convey the notion of revisiting history.