Zoo Without Animals

Zoo Without Animals is a fictitious non-profit zoo in Washington DC that replaces wildlife inhabitants with animatronics, digital projection, and virtual reality and augmented reality.

The zoo focuses on educating visitors about wildlife conservation without the use of captive wildlife. With the lack of upkeep needed to care for living creatures, profits made from tickets and other purchases go to the International Fund for Animal Welfare.

Zoo Without Animals aims to appeal to an audience of all ages. However, its primary goal is to target younger audiences to teach them about wildlife conservation and what they can do to protect wildlife habitats and endangered species. The market also includes individuals of all ages who are passionate about wildlife conservation and those interested in unique interactive experiences.

Date:
Spring 2023

Components:
Branding, Identity, Print, Packaging, Advertising

The Problem:

Animals living in captivity suffer from stress and limited living space, and many are also mistreated. Zoo Without Animals is a non-profit zoo that replaces wildlife inhabitants with animatronics, digital projection, and virtual and augmented reality. The replacement of living creatures with technology eliminates the harm that comes from placing wild animals in captivity. Zoo Without Animals aims to provide an educational and immersive experience for its visitors through its use of technology and focus on wildlife conservation.

The Goal:

Design a visual system for the zoo that appeals to young audiences and is also reflective of the technology used for the exhibits. Visuals should be created that are attention-grabbing and advertise how the zoo’s use of technology instead of living animals makes it stand out from competitors. The design solution should feel playful and vibrant, reflective of the experience that the zoo offers for visitors of all ages. As a whole, the visual system’s use of color, font, and imagery should capture interest in the zoo’s unique offerings.

Zoo Market Trends– Three Current Trends for Zoos
Identity Design– Logo Design
Stationery Suite– Double-Sided Letterhead and Business Card and Envelope
Ad Campaign– Print, Billboard, and Digital Ad Campaign
Brochure– Double Gatefold Brochure
Entrance Tickets and Passes– Tickets, Annual Passes, and a Welcome Box for Annual Pass Members
Signage– Interior and Exterior Wayfinding and Banners
Merchandise– Gift Shop Items

Zoo Market Trends

1

Focus on Conservation Practices

Zoos have been shifting their focus to conservation practices.

Exhibits may be created that mimic the natural habitats of animals preserved.
A percentage of ticket purchases may go to conservation practices.
Education and informative programs, particularly those involving children, may be used to help strike the balance between conservation and entertainment.

2

Rise in Immersive Technology

Zoos are being transformed through the use of immersive technology, particularly augmented reality and virtual reality. Technology companies are partnering with major zoos, like Brookfield Zoo or Birmingham Zoo, integrating their interactive tools to enhance education, conservation messaging, exhibit design, and visitor engagement and programming.

3

Importance of Digital Marketing

Approximately 85% of leisure travelers decide on their tourist activities after arriving at their intended destination. To increase tourist visitors, zoos may collaborate with travel agents to offer packages involving visits to the zoo and may advertise on social media and video outlets (Facebook, Instagram, YouTube). To attract locals, zoos may emphasize conservation practices and unique park experiences.

Resources: Zoos & Aquariums in the US – Market Research Report (2015-2030), IBISWorld, and Zoo Marketing Strategy and Plan, ACME Ticketing

Identity Design

The zoo’s branding reflects both its unique application of technology with the use of a repeating diamond pattern motif, and its appeal to families with children with the use of bright colors and playful graphics. The color scheme consists primarily of complimentary colors orange and blue, along with black and white.

Designs Created: A Stationery Suite, Ad Campaign, Postcard Set, Brochure Design, Ticket and Membership Card Designs, and Various Merchandise.