Took a local attraction and changed the branding to a fun and curiosity inducing incentive to go see what attractions were currently at the zoo. Different promotions could display different combinations of animals and activities for the children could be geared towards particular exhibits.
Past branding was heavily based on the polar bear and their habitat had been empty for a few years while awaiting the funds to rebuild, those funds never materialized. I thought there were so many well loved animals at the zoo that should be embraced as well. I developed a system to include all the animals with the intention of an evolving inclusion of all the animals. The main animals that would most likely always be at the zoo are the elephant, zebra and giraffe and would be the main logo. All the other animals could be incorporated together in groups depending on how the exhibits were tied together or the path taken to see each exhibit. The melding of the animals piqued the interest of both child and adult and more combinations could be made as things changed.
