Santa Barbara Zoo

Santa Barbara Zoo is dedicated to the conservation, preservation, and enhancement of the natural world.

Inspired by the conservation of wild animals, the new identity focuses on creating a sense of community where the bond between humans and animals can be established. From researching the demographics in Santa Barbara, which is highly populated with college students at UCSB, a rebrand is needed to help expand the market to attract a younger audience group as well as highlight the Zoo’s conservation actions.

The logo is a combination of 4 semi-circles that make up the letters “S” and “B”, short for Santa Barbara, to bring emphasis on the location. With the closely connected shapes, I want to create a sense of community, collaboration, and connection

A poster series for speaker events and fundraisers at the zoo using the secondary color palette, “the discovery palette”

A poster series for family and animal encounter activities at the zoo using the primary color palette, “the conservation palette”

I used the brand shape as a container for animal photos to create a reveal effect that encourages the audience to visit and explore

I explored with creating animal motifs using the brand shapes, and applied them in postcards and used them as an invitation campaign

I redesigned the zoo map using the brand shapes, adding playfulness and friendliness. The map serves as the cover wrap for the introduction brochure of the current on exhibit animals. This package will be handed to each visitor at the entrance

Website

I used the brand shapes in a fun and interactive way on the website

APP

I designed an APP that enhances the visiting experience, where the visitors can discover current events, view the animals and services location, view their e-ticket, and plan their visit

Spatial designs

I redesigned the wayfinding system, the display panels, and zoo seats, activating the brand shapes in the physical environment