Visual Strategy Guide

01 Visual Strategy Guide

01 Visual Strategy Guide

Content

03 Visual Development Guide

01 Brand History 02 Brand Future 03 Audience 04 Competitors 05 Attributes 03

03 Visual Development Guide

01

BRAND HISTORY For those who are hearing about SeaWorld for the first time, SeaWorld is more than just a location, it is a unique concept, a world that deeply explores and celebrates ocean life. Founded in 1964, SeaWorld was originally established as a park for entertainment and display of marine life.

03

Overview

SeaWorld was founded in 1964 by a group of entrepreneurs in San Diego, California. It quickly gained recognition for its innovative approach to marine life entertainment, featuring attractions such as killer whale shows and interactive exhibits. Over the years, SeaWorld expanded its operations to include additional theme parks in Orlando, Florida, and San Antonio, Texas.

Origins: SeaWorld’s original image and purpose stemmed from an emerging curiosity and interest in marine life in the 1960s. When it was founded in 1964 in San Diego, California, it was conceived as a place to showcase the wonders of marine life, allowing the public to get up close and learn about these mysterious creatures.

The original SeaWorld focused on providing dolphin and sea lion shows that were not just for entertainment but also aimed at educating the public and raising their awareness of marine life.

Early activities: In its early days, SeaWorld’s main attraction was its marine animal shows, particularly those of dolphins and sea lions. These performances showcase the intelligence and dexterity of the animals while also instilling a deep interest in marine life among the audience. In addition to performances, SeaWorld also offers some basic educational exhibits introducing different types of marine life and their living environments.

Deviation: Although SeaWorld’s original intention was to raise public awareness and interest in marine ecology through performances and displays, over time it began to face criticism. Criticism has mainly focused on the use of animals for performances and displays, which is considered to potentially violate the principles of animal welfare and marine conservation. The welfare of animals and the impact on the natural environment have become the focus of public and environmental organizations.

06

01 Visual Strategy Guide

07

Timeline

1970

1964

1980

1964

1980s

1990s

SeaWorld was founded in 1964 by Milton C. Shedd, Ken Norris, and David Demott. The first marine animal-themed park opened in San Diego, California, featuring marine life performances and exhibits.

SeaWorld began to emphasize its educational and environmental mission, imparting knowledge about marine life to visitors through exhibits and interactive activities.

SeaWorld continued to expand, launching new marine parks like San Antonio.

1970s The second SeaWorld park opened in Orlando, Florida, expanding the brand’s reach. Meanwhile, regular shows and exhibits continued to attract visitors to SeaWorld San Diego.

08

New marine life exhibits and animal performances were introduced, including killer whale and sea lion shows.

SeaWorld’s brand image gradually became associated with the conservation and protection of marine life.

Greater emphasis was placed on conservation and education, emphasizing responsibility towards marine life and the environment.

The Hubbs-SeaWorld Research Institute was established to support marine research and conservation efforts.

Collaboration with Discovery Communications led to the creation of television programs related to marine life.

01 Visual Strategy Guide

Today

2010 2000 1990

2000s

2010s

Today

SeaWorld embarked on global expansion, including the opening of a new marine park in Tampa, Florida.

In 2010, SeaWorld launched the “Mako” program aimed at improving the welfare and display conditions of killer whales.

SeaWorld continues to prioritize education and conservation, collaborating with animal protection organizations to promote marine conservation and sustainability.

The focus remained on conservation and education, underscoring responsibility for marine life and the environment.

2013

The documentary “Blackfish” sparked widespread controversy surrounding SeaWorld, particularly concerning This period also saw controversy emerge, captive displays and animal welfare. with issues such as captive displays, 2016 animal welfare, and whaling activities Due to controversy and public pressure, garnering public attention.

SeaWorld announced in 2016 that it would cease killer whale displays in its parks, shifting its focus towards conservation and education.

09

02

BRAND FUTURE The original SeaWorld represented the ocean entertainment concept of an era, but it has continued to evolve and change with a deeper understanding of marine ecology and animal welfare. This historical background laid the foundation for SeaWorld’s subsequent transformation and development, making it a marine theme park that is more focused on education and conservation today.

03

Re-branding

As society’s awareness of animal welfare and environmental protection increases, SeaWorld faces the inevitable need for change.

Brand reputation: There is growing public concern about the ethics of animal performances, especially after documentaries such as Blackfish exposed possible animal welfare issues.

This resulted in a decline in public trust in the SeaWorld brand and a decline in visitor numbers, forcing SeaWorld to rethink its operating model.

Globalization: Environmental protection and sustainability have become global hot topics. As a marine theme park, SeaWorld has a responsibility to take action and demonstrate how to interact with marine ecosystems in a sustainable and responsible manner.

Efficiency: An approach that combines education and entertainment is considered an effective way to raise public environmental awareness. SeaWorld has the opportunity to inspire wider public engagement and support by entertaining visitors while educating them about marine ecology and conservation.

Sustainability: SeaWorld’s transformation is not only an adaptation to social changes, but also a commitment to its long-term sustainable development and marine protection responsibilities. Through this transformation, SeaWorld aims to improve its public image and attract new visitors, while actively promoting ocean protection and sustainable development issues on a global scale.

12

01 Visual Strategy Guide

13

FOSTERING A PROFOUND CONNECTION BETWEEN INDIVIDUALS AND THE SEA.

01 Visual Strategy Guide

NEW MISSION

KEYWORLDS

Seaworld aims to connect individuals and the sea through a harmonious blend of entertainment, education, and conservation to cultivate responsibility for the ocean ecosystem and contribute to the preservation of our planet.

Education: Seaworld is committed to delivering knowledge about marine ecology to visitors through engaging experiences, sparking an interest in learning about the sea.

Conservation: Actively involved in conservation efforts, Seaworld express concern for marine ecology through action, encouraging people to join in the collective effort to protect our planet.

Entertainment: SeaWorld creates unforgettable entertainment activities designed to provide visitors with provides enjoyable entertainment experiences, all while conveying a love and respect for the ocean.

15

Visualization Current: SeaWorld was previously known for its entertainment-focused approach, featuring captivating animal shows that drew large crowds. And the marine life shows, particularly leaping killer whales and smiling dolphins, became iconic images.

However, this image has been tarnished by controversy surrounding the treatment of marine animals.

16

SeaWorld

Future: The future visual of SeaWorld highlights “education” and “protection”. Images have become more natural and soft, reflecting respect for the natural beauty of the ocean and concern for ecology. The images show the real life of marine life in the natural environment, as well as scenes of people coexisting harmoniously with the ocean. In addition, more educational aspects are introduced, aiming to inspire the public to deeply understand the importance of the ocean and inspire their sense of responsibility for ocean protection.

18

Seaworld

03

AUDIENCE PROFILES In the heart of marine marvels, Seaworld emerges as a beacon of oceanic wonder, education, and conservation.

Seaworld want to redefine the way we connect with the ocean, fostering a deep sense of respect and responsibility for marine ecosystems.

03

High Affinity

Ella Martinez / Female 22 Biologist San Diego

A What they concern.

B How they learn.

B How they have fun.

A She often worries about ocean pollution because she has seen the devastating impact it has on marine ecosystems during her research.

A She’s also concerned about plastic waste because it’s a major contributor to marine pollution.

B She broadens her understanding of marine ecosystems because she regularly

volunteers at a local marine research center, immersing herself in hands-on learning experiences.

B She also pursues online marine biology courses because she believes that continuous education is crucial for effective conservation.

C She finds joy in exploring the coastal hiking trails because the breathtaking ocean views and coastal wildlife inspire her work in marine conservation.

C She enjoys salsa dancing at local clubs, which connects her with her cultural heritage and provides a vibrant way to unwind.

22

01 Visual Strategy Guide

Raj Patel / Male 50 Conservationist Mumbai

A What they concern.

B How they learn.

B How they have fun.

A He is deeply concerned about overfishing because he has witnessed its effects on Indian coastal communities and the marine life he strives to protect.

A He’s also worried about water pollution because it threatens the health and livelihoods of many in his region.

B He acquires extensive knowledge about marine conservation because he actively participates in research projects and shares his findings with the community.

B He’s motivated to preserve the oceans by studying their ecosystems and the challenges they face.

C He enjoys exploring the bustling markets of Mumbai because they offer a rich tapestry of culture and culinary delights that recharge his spirit.

C He relishes classical Indian music performances because they harmonize with his deep respect for traditions.

23

Medium Affinity

Liam O’Malley / Male 45 Consultant Massachusetts

A What they concern.

B How they learn.

B How they have fun.

A He is concerned about climate change because his work as an environmental consultant has made him acutely aware of the threats it poses to the planet.

A He also worries about deforestation as it accelerates climate change and disrupts ecosystems.

B He remains well-informed about environmental issues because he reads scientific journals and attends conferences, allowing him to connect with experts and stay date.

B He participates in community environmental initiatives because he’s convinced that practical knowledge can drive positive change.

C He relishes the serenity of sailing in Boston Harbor because the connection to the

water replenishes his spirit and allows him to reflect on environmental challenges.

C He also enjoys attending live jazz concerts because the music’s improvisation speaks to his appreciation for creative solutions in his work.

20

01 Visual Strategy Guide

Mei Liu / Female 40 Lawyer BeiJing

A What they concern.

B How they learn.

B How they have fun.

A She often worries about air pollution in Beijing because it directly affects the health of her clients and their families.

A Additionally, she’s concerned about food safety as it’s a critical issue in her region.

B She extends her knowledge of environmental law by actively engaging in discussions and taking part in legal seminars.

B She believes that a deep understanding of the law is essential to advocate effectively for environmental protection.

C She delights in exploring Beijing’s ancient temples and courtyards because they offer a glimpse into her country’s rich history and culture.

C She also finds joy in practicing traditional Chinese calligraphy, which connects her with the artistry of her ancestors.

21

Medium Affinity

Sophia Lee / Female 28 Surfer Hawaii

A What they concern.

B How they learn.

B How they have fun.

A She often worries about ocean pollution because she has seen the devastating impact it has on marine ecosystems during her research.

A She’s also concerned about plastic waste because it’s a major contributor to marine pollution.

B She broadens her understanding of marine ecosystems because she regularly

volunteers at a local marine research center, immersing herself in hands-on learning experiences.

B She also pursues online marine biology courses because she believes that continuous education is crucial for effective conservation.

C She finds joy in exploring the coastal hiking trails because the breathtaking ocean views and coastal wildlife inspire her work in marine conservation.

C She enjoys salsa dancing at local clubs, which connects her with her cultural heritage and provides a vibrant way to unwind.

24

01 Visual Strategy Guide

Tariq Al-Mansoori / Male 62 Retired Manager Manila

A What they concern.

B How they learn.

B How they have fun.

A He is deeply concerned about overfishing because he has witnessed its effects on Indian coastal communities and the marine life he strives to protect.

A He’s also worried about water pollution because it threatens the health and livelihoods of many in his region.

B He acquires extensive knowledge about marine conservation because he actively participates in research projects and shares his findings with the community.

B He’s motivated to preserve the oceans by studying their ecosystems and the challenges they face.

C He enjoys exploring the bustling markets of Mumbai because they offer a rich tapestry of culture and culinary delights that recharge his spirit.

C He relishes classical Indian music performances because they harmonize with his deep respect for traditions.

25

Low Affinity

Aiden Johnson / Male 12 Student Denver

A What they concern.

B How they learn.

B How they have fun.

A He occasionally feels uneasy about environmental problems because he learns

about them in school and understands their potential consequences for the future.

A Additionally, he’s concerned about bullying at school because it affects his daily life and well-being.

B He absorbs knowledge about the natural world through school science projects, leading to a growing fascination with the environment.

B

He explores educational websites and watches documentaries because he knows that understanding nature enriches his life.

C He takes pleasure in visiting the local science museum with his friends because the interactive exhibits ignite his curiosity about the natural world.

C He enjoys playing soccer in neighborhood matches, which gives him a sense of camaraderie and fun.

26

01 Visual Strategy Guide

Elena González / Female 38 Photographer Barcelona

A What they concern.

B How they learn.

B How they have fun.

A She occasionally frets about deforestation as it threatens the natural landscapes she captures in her photography.

A She’s also concerned about noise pollution because it disrupts the tranquility she seeks for her work.

B She educates herself by taking photography workshops to improve her skills and knowledge about capturing nature’s beauty.

B She also attends local art exhibitions to explore different artistic perspectives.

C She finds pleasure in wandering through the historical streets of Barcelona with her camera because capturing the city’s architecture and culture is her artistic passion.

C She enjoys hiking in the nearby mountains because it provides solitude and serenity away from the urban hustle.

27

04

BRAND COMPETITORS In-depth understanding of competitors is the key to Seaworld’s success. By analyzing competitors, we are able to better position our brands, find innovation opportunities, and improve our brand competitiveness. Observing customer experience and understanding industry trends allows us to adapt to market changes and predict future development directions in advance. These efforts help Seaworld develop more effective strategies to enhance visitor experience, stay competitive and succeed.

03

Current Competitor Current competitors are businesses or entities that directly compete with SeaWorld. In the marine theme park and entertainment industry, SeaWorld’s current competitors may include other well-known marine theme parks, as well as other marine life parks and aquariums around the world. These competitors compete with SeaWorld for a similar target audience and market share.

Monterey Bay Aquarium: The Monterey Bay Aquarium is known for its marine life exhibits and environmental advocacy, competing with SeaWorld in conservation.

The Florida Aquarium: The Florida Aquarium offers education and exhibits on marine life and ecological conservation, making it a competitor to SeaWorld.

National Aquarium: The National Aquarium in the USA is a large aquarium dedicated to showcasing and preserving marine life, competing with SeaWorld in visitor attraction and environmental efforts.

Shedd Aquarium: Shedd Aquarium is situated in Chicago and competes with SeaWorld in exhibits and educational initiatives.

30

01 Visual Strategy Guide

The New England Aquarium: The New England Aquarium, located in Boston, offers marine life exhibits and educational programs, competing with SeaWorld in marine entertainment and educational outreach.

Georgia Aquarium: Georgia Aquarium is one of the largest aquariums in the United States, competing with SeaWorld in visitor attraction and providing marine entertainment.

MarineBio Virtual Aquarium: MarineBio Virtual Aquarium could provide virtual tour experiences centered around marine life, making it a potential competitor in the virtual tour market.

GoDiveNow: GoDiveNow focuses on promoting scuba diving. They may aspire to expand their offerings to include marine education and experiences.

Ocean Park Hong Kong: Ocean Park Hong Kong is a theme park integrating land and sea animals, mobile games, large-scale performances and festivals.

Sea Life Sydney Aquarium: The Sea Life Sydney Aquarium opened in 1988 to commemorate Australia’s bicentenary and is one of the largest aquariums in the world today. The museum is one of Sydney’s important tourist attractions, with more than 55% of overseas visitors every year 31

Adjacent Competitors Nearby competitors are businesses that compete with SeaWorld in related but not identical market segments. In this scenario, this could include other entertainment parks, as well as other venues offering family entertainment experiences. While these competitors don’t directly engage in marine themes, they may appeal to a subset of SeaWorld’s target audience.

SixFlags: Six Flags is also the world’s first Six Flags park, which opened in 1961. There are more than 20 Six Flags amusement parks and water worlds around the world, located in the United States, Canada, and Mexico. Six Flags is famous for its exciting and thrilling roller coasters.

Disney’s Animal Kingdom: It is the largest Disney theme park in the world, covering an area of 234.7 hectares, and is the first park themed around animals and their conservation.

Norwegian Cruise Line: Norwegian Cruise Line, a major player in the cruise industry, may aspire to develop marine-themed experiences and education programs to enhance their offerings.

Magic Leap: Magic Leap focuses on augmented reality technology, potentially becoming a competitor in immersive ocean education.

32

01 Visual Strategy Guide

HTC Vive: HTC Vive is a company that specializes in creating virtual reality headsets and devices. Their technology can be used to develop immersive virtual ocean experiences, potentially competing in the virtual tour market.

Current: SeaWorld was previously renowned for its entertainment-centered approach, featuring captivating animal performances that drew large crowds. However, this image was marred by controversy surrounding the treatment of marine animals.

GoPro: GoPro is a prominent brand in action cameras and adventure equipment. They might aspire to create underwater and marine adventure content, potentially entering the marine entertainment market.

Royal Caribbean International: Royal Caribbean International is a major player in the cruise industry. They could aspire to expand their marine-themed experiences and enter the marine education and entertainment sector.

Scubapro: Scubapro is a well-known brand in scuba diving equipment. They may aspire to enter the marine education and exploration sector, offering underwater experiences and content.

Oculus: Oculus, a subsidiary of Facebook, is a leading producer of virtual reality headsets.

They offer virtual tour and entertainment experiences that could be considered competition for SeaWorld.

33

Aspirational Competitors

Aspirational competitors are businesses or entities that SeaWorld hopes to match and surpass. These may be organizations that achieve excellence in recreation, education, and conservation, even if they are not directly located in the same markets. The existence of aspiring competitors has inspired SeaWorld to continuously raise its standards and pursue higher quality entertainment, education and conservation experiences in order to become an industry leader.

Smithsonian National Museum of Natural History: This museum provides extensive exhibits in natural history and marine biology, presenting competition to SeaWorld in the field of educational outreach.

World Wildlife Fund: As an international environmental organization, the World Wildlife Fund competes with SeaWorld in marine life conservation and sustainability.

The Marine Mammal Center: This organization is dedicated to rescuing and safeguarding marine mammals, creating competition for SeaWorld in marine mammal conservation.

The Nature Conservancy: As a global conservation organization, The Nature Conservancy competes with SeaWorld in environmental conservation and sustainability.

34

01 Visual Strategy Guide

Coursera: Coursera is an online education platform offering a wide range of courses, including those related to the ocean and the environment, potentially competing in the education market.

edX: edX is another online learning platform that may provide courses related to the ocean and the environment, making it a potential competitor in the education sector.

Udemy: Udemy is an online learning platform that offers a variety of courses, including those related to marine and environmental topics, potentially competing in the education sector.

National Geographic Expeditions: National Geographic Expeditions, known for its exploration and adventure travel, may aspire to offer marine-focused travel experiences and educational content.

Costa Cruises: Costa Cruises is a well-established cruise line operator. They might aspire to offer marine-themed cruise experiences with a strong educational component.

International Union for Conservation of Nature and Natural Resources: It is the largest, oldest and most influential global non-profit natural ecological conservation organization in the world, and the only environmental organization with a permanent observer seat in the United Nations General Assembly.

35

05

BRAND ATTRIBUTES In Seaworld’s brand design, we focused on entertainment, education and conservation which are the pillars of our brand, providing visitors with an enjoyable entertainment experience, imparting ocean knowledge, inspiring a love of nature and emphasizing responsibility for the environment.

Creating a unique and engaging brand experience. Our design aims to enhance these characteristics and solidify Seaworld’s leading position in ocean-themed entertainment.

03

38

Relevant/Positive:

Stale/negative:

Inspirational

Outdated

Engagement

Irrelevant

Empowerment

Neglect

Awareness

Deterioration

Joyful

Inertia

Description:

Own:

Unique

Innovative

Diverse

Sustainable

Immersive

Vibrant

Memorable

Pleasurable

Caring

Refreshing 39

FOSTERING A PROFOUND CONNECTION BETWEEN INDIVIDUALS AND THE SEA.