Programs used: Adobe InDesign, Adobe Photoshop, Adobe Illustrator

Client: Melbourne Zoo (University Project for Innovative Branding)

About the Project: As an external brand consultant for Melbourne Zoo, I was responsible for re-branding Melbourne Zoo’s online presence. In depth research was conducted firstly of the client’s online presence and online platforms in order to gather observations of what needs to be developed in order to reach maximum engagement. 

Research led to the ideation of promoting Melbourne Zoo; As a place of excitement with a unique way to experience various animals, whilst being able to discover different species. Yet at the same time work towards freedom for endangered species of animals. 

Design Direction: To successfully associate consumer emotions with the brand it was proposed Melbourne Zoo will need to revise the look and feel of their current design. With a new slogan/tagline aligned to the brand which will help shape a powerful marketing message. An improved logo design is also proposed as this will ultimately further strengthen public recognition of the organisation as a place of adventure, to better connect consumers with the brand.

The logo design has been developed to create brand awareness with consumers due to the resemblance of the gorilla. Consumers will recognise and resonate with the gorilla symbol as it has been utilised in their previous logo for many years, thus increasing consumer loyalty with the brand.

The Melbourne Zoo online channels have been re-designed to be consistent with the brand position, image and persona. The new logo design and tagline/slogan have been incorporated within each platform to create awareness amongst consumers and generate interest to entice consumers to continue browsing Melbourne Zoo’s online channels. A consistent colour scheme and photographs of animals have been used to engage consumers and generate a high level of brand resonance.