My university thesis explored the rebranding of Brookfield Zoo. Having worked over ten years at the zoo, I came to understand what needed to be changed to better suit guests. The elements of my rebranding included 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 over the last decade. Acting as the copywriter for the entire project, I developed invitations, event descriptions and map information. I also wanted to tackle the zoo’s current wayfinding system, which has it’s own set of problems and ends up confusing guests more than helping.

 

I worked to create a collection of tangible items that would be appealing to the everyday zoo guest. Therefore, 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.

 

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.