Zoo Creative Exploration

CREATIVE EXPLORATION SEPTEMBER 2021

BACKGROUND

In April of 2021, 2-story conducted a Message Map workshop with key zoo stakeholders. A Message Map is a framework for organizing and prioritizing key messaging for target audiences. This Message Map, along with our identified goals, served as the basis for the creative work presented in this document.

MESSAGE MAP

Milwaukee County Zoo provides

Residents and visitors of Southeastern Wisconsin and Northern Illinois

Who is your target market?

a place to connect with the natural world and each other in a more memorable way

What unique value do you provide to your target market?

than any other local attraction. We do this by:

Bringing you face-to-face with more than 330 different species and more than 2000 of the earth’s most fascinating creatures

Maintaining a unique, wooded, park like setting in which to escape, unwind & explore

Why should they believe you? (3 reasons)

Offering so many different species of fun and learning (from events and classes to conservation)

CREATIVE GOALS

• In the past, Zoo campaigns have been mostly special exhibit- or event- focused.

• Our goal is to move the Zoo brand more to the forefront, using the Message Map as our guide for important themes.

• A brand is more than a logo, so whether or not a new logo is on the horizon, there are many ways to bring a cohesive brand platform together.

• The following demonstrates how we would incorporate this Zoo brand into a variety of assets and initiatives.

• This work is meant to spark a “Zoo-specific” brand conversation.

OPTION 1

General advertising and all exhibits/ special events united by common fonts and visual elements.

OPTION 2

All materials use zoo-branded fonts and colors but also follow the general campaign theme for the year.

WILD LIGHTS

LD

IGHTS WILD L IGHTS

THANK YOU!