Andrew Johnson's profile

Franklin Park Zoo Rebrand

Andrew Johnson
•
FRANKLIN PARK ZOO REBRAND
For an assignment I was required to team up with three Communications Majors and design a brand brief. I led the visual research, strategy, and design, while the communications majors handled creative writing and target audience / competitor research.
 
Teams were each given failed brands that had poorly designed websites and were told to rebrand the company to compete with leading national and global competitors. The Chair of Visual Communications simulated a client relationship in which we had to identify key goals of the company and strategies for executing them.
 
My team was given Franklin Park Zoo. We were told to drop associations with "Zoo New England" and transform Franklin Park Zoo into "Boston's Zoo" to become a flagship location for entertainment in Boston and among Global Zoos.

The following is a selection from the 71 page rebrand document that included a mood board, brand manefesto, copywriting, user flows, a competitive analysis, market research, design matrices, style and typography guidelines, and information architecture.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Hexagon geometry ripples throughout branding
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
STRATEGY
 
A small selection of the strategy and research.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
RESPONSIVE SITE
 
The goal behind the site was to provide an attractive, image driven first view of the zoo while also displaying the real time events at the zoo.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
INSTALLATION / GUERILLA MARKETING

As the goal was to make Franklin Park Zoo Boston's Zoo, it was important to encounter people where they are.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
BRAND COLLATERAL
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
BRANDED USER INTERFACE ELEMENTS
 
The rebrand carries throughout the user interface.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
ZOO APP
 
To capture the mobile device obessed target audience, we created an app to augment the zoo experience. By allowing users to share exciting content to their social networks and find cool events, the app becomes the hub for all things zoo related. The app carefully works as a digital vehicle to capture attention and bring people closer to animals and off the screen.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
App greets users when they have entered the park grounds.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
The main feed features a fast way to filter out uninteresting content.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
A Vine like interface allows users to capture and post short videos.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Image detection or RFID chips could be used to identfy places and animals.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Scanning an animal brings up information on the animal. The information serves as a reference only, and does not compete for attention with the animal. Users can add the animal to their personal zoo a gamified incentive to explore the zoo grounds.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Users can add collectable animals to their own zoo only be by being physically present and scanning the animal.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
The personal zoo also provides a way to discover more educational content.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Users cannot repeatedly scan an animal without continuing to explore.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
To prevent users from becoming engrossed with their personal digital zoo, the app suggests new locations.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
The app also provides wayfinding and a way to mark experiences at the zoo.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
After leaving the zoo premises, the app asks if you would like to view or share your experience based on your marks.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Users can playback their interactive experience and share it with friends and family.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
App will occasionally illicit users for feedback when appropriate.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Pre rebrand.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Post rebrand.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Pre rebrand.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Post rebrand.
Franklin Park Zoo did not respond after asking if they were interested in the rebrand material.
Franklin Park Zoo Zoo Experience experience design zoo animals Augmented Space
Franklin Park Zoo Rebrand
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Andrew Johnson's profile

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Andrew Johnson's profile
Boston, MA, USA

Franklin Park Zoo Rebrand

A rebrand of Franklin Park Zoo.

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Attribution, Non-commercial, No DerivativesAttribution, Non-commercial, No DerivativesAttribution, Non-commercial, No Derivatives