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Bēhance

Senior Thesis: Rebranding Brookfield Zoo

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  • Winner of 2nd Place Best in Show in the Loyola University Chicago Senior Exhibition
     
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    My collection in the Senior Exhibition explores the rebranding of Brookfield Zoo. Having spent the last eight years working at the Zoo (four years as a volunteer and four years as a paid employee), I have come to understand what needs to be changed to better suit guests. These elements of my rebranding include the logo, map, signage, as well as special events for adults and children. I created these events based on research conducted with my co-workers and experiences with visitors. Acting as the copywriter for my entire senior project, I developed invitations, event descriptions and map information. I’ve had the chance to learn about wayfinding, signage, and environmental design and have tried to incorporate these ideas into solutions to the Zoo’s current wayfinding problems.
     
    My designs include transforming invitations into usable coasters, creating fun items for kids such as a twelve month nature journal, and even a special pop-out map for members. By working on multiple forms of print collateral for the same identity, I have come to understand what it means to establish a successful brand. 
     
     
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    Zoo Logo
     
    The new logo design for Brookfield Zoo highlights the four "O's" in the title. The larger version features the noses of a snake, bird, polar bear, and lion each in one of the four colors used throughout the zoo identity. The smaller version is more reserved and is used in more sophisticated applications such as the Donor's Circle and when the logo needs to be a smaller size such as on business cards and postcards.
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    Zoo Signage
     
    A newly designed wayfinding system includes entrance display, banners within the park that inform guests about becoming a donor, directional signs, map displays, regulatory signs, and signs designed to inform about each specific animal.
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    Zoo Signage
     
    A newly designed wayfinding system includes entrance display, banners within the park that inform guests about becoming a donor, directional signs, map displays, regulatory signs, and signs designed to inform about each specific animal.
    Zoo Signage
     
    A newly designed wayfinding system includes entrance display, banners within the park that inform guests about becoming a donor, directional signs, map displays, regulatory signs, and signs designed to inform about each specific animal.
     
     
     
     
    Zoo Maps
     
    The redesigned maps have been simplified and streamlined. The larger folding map would be handed out to all guests in the park while the smaller pop-out map would be given to visitors who purchase a membership.
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    Donors' Circle
     
    This system includes a 16x24 inch poster that can be displayed both inside and outside of the zoo as well as a small take-away for the fictional Donors’ Circle which highlights the existing programs supported.
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    Night Owls After Dark
     
    Proposed adult program with different themes revolving around specific zoo exhibits. Includes coaster invitations and a gift box with Night Owls drinking glass and candle that corresponds with the Craft Beers and Great Bears program. Each program would have it’s own color theme that would match the coaster invitation.
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    Junior Explorers
     
    Proposed program for children that allows for behind the scenes tours of exhibits and personal interaction with animals. Includes postcard invitations, gift bag with themed buttons, twelve month nature journal and matching pencil set.