SeaWorld – Visual Strategy Guide by Rayna is Eating

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VISUAL STRATEGY GUIDE

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SeaWorld Visual Strategy Guide First published in 2019 Feiyan Gu

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TABLE OF CONTENTS

07 08 12 04

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001 THE CONCEPTION

001–1 OVERVIEW

001–3 TIMELINE

001–2 OUR HISTORY

15 17 22

002 THE FUTURE

002–1 OUR MISSION

002–3 NEW AUDIENCE

19 32

002–2 NEW DIRECTIONS

002–4 THE COMPETITORS

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THE CONCEPTION

001 OVERVIEW OUR HISTORY TIMELINE

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001-1

OVERVIEW SeaWorld is a United States chain of marine mammal parks, oceanariums, animal theme parks, and rehabilitation centers, providing experiences that matter and inspiring guests to protect animals and the wild wonders of the world. It is one of the worldâ&#x20AC;&#x2122;s foremost zoological organizations and a global leader in animal husbandry, behavioral management, veterinary care and animal welfare. SeaWorld is now owned by SeaWorld Entertainment. There are parks located within the United States in Orlando; San Diego; San Antonio; later outside the United States such as Abu Dhabi, United Arab Emirates. What the brand does Providing many ways for people to get in touch with marine animals. Who they do it for Anyone who likes and wants to get close to marine animals. Why they do it: Let people know more about Marine life and have the consciousness of protecting them.

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Brand Overview

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001-2

OUR HISTORY SeaWorld was founded in 1964 by Milton C.

The Walt Disney World Resort in Orlando, Flor-

Shedd, Ken Norris, David Demott, and George

ida opened near the end of the second oper-

Millay. The four graduates of UCLA originally

ating season of SeaWorld Ohio. The success

set out to build an underwater restaurant

of Disney in Orlando provided a location that

and marine life show. When the underwater

was already popular with tourists. SeaWorld

restaurant concept was deemed unfeasible,

Orlando opened in 1973.

they scrapped those plans and decided to build a park instead, and SeaWorld San Diego was opened on March 21, 1964. With only a few dolphins, sea lions, 6 attractions and 22 acres (89,000 m2), the park proved to be a success and more than 400,000 guests visited in the first 12 months.

chased the company in 1976 and 12 years later they began a venture in Texas. In 1988, SeaWorld San Antonio opened just a few miles outside of San Antonio. Growth has pushed the city outwards, and now SeaWorld San Antonio lies in the Westover Hills commu-

After considering other locations in the mid-

nity in West San Antonio. The park was open

west, including the Lake Milton/Newton Falls

year-round like its sister parks in California

area west of Youngstown, Ohio, it was decided

and Florida in 1988 and 1989, then went to a

that Aurora, Ohio would be the new home

seasonal schedule. The stress and financial re-

of a SeaWorld. The Aurora site was approxi-

sources it took to build and maintain a state-

mately 15 miles (24 km) northwest of the Lake

of-the-art marine mammal facility in the late

Milton site, and 30 miles (48 km) southeast of

1980s eventually took its toll on the company.

Cleveland. By this time, the founders of the

HBJ, whose primary focus was producing

company had captured a few more species

school books, needed to reduce its assets in

of animals, including a killer whale that was

order to avoid a bankruptcy.

brought to the new facility. The harsh winter climate permitted the park to be open only from mid-May until mid-September.

Harcourt Brace Jovanovich, Inc. (HBJ) pur-

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The Anheuser-Busch Company made an offer

In 2009, Busch Entertainment was sold to the

to purchase the SeaWorld parks. HBJ also

Blackstone Group and renamed SeaWorld

owned and operated two other parks, Cypress

Entertainment. In 2013, Blackstone sold 37%

Gardens and Boardwalk and Baseball, and out

of Entertainment in an initial public offering.

of fear of not being able to find a buyer for the two other parks, HBJ refused to sell the parks.

In 2016, SeaWorld admitted that it had been sending its employees to pose as activists

Despite a long negotiation, Anheuser-Bus-

to spy on animal rights organization PETA.

ch bought all six parks in 1989: SeaWorld in

Following an investigation by an outside law

San Diego, Aurora, Orlando and San Antonio

firm, SeaWorldâ&#x20AC;&#x2122;s Board of Directors directed

as well as Cypress Gardens in Winter Haven

management to end the practice.

and Boardwalk and Baseball in Haines City. Soon after the sale was final, Busch sold Cypress Gardens to the parkâ&#x20AC;&#x2122;s management and closed Boardwalk and Baseball. Anheuser-Busch put millions of dollars back into the parks to revive and to prolong their longevity. SeaWorld is accredited by the Association of Zoos and Aquariums (AZA).

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TIMELINE 1964 SeaWorld was founded by Milton C. Shedd, Ken

1988

1973

Norris, David Demott, and George Millay. Sea-

San Antonio Park opened.

SeaWorld

World San Diego was

Orlando opened.

opened on March 21.

Aurora, Ohio was chosen to be the new home

Harcourt Brace Jova-

of a SeaWorld. By this

novich, Inc. purchased

time the founders of the

the company.

company had captured a few more species of animals, including a killer whale.

1970

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1976

2009 Busch Entertainment was sold to the Blackstone Group and subsequently renamed SeaWorld Entertainment.

2016 SeaWorld admitted that it had been sending its employees to pose as activists to spy on animal rights organization.

The Anheuser-Busch Company made an

SeaWorld will open

offer to purchase all six

its first overseas theme

SeaWorld parks.

park on Yas Island in Abu Dhabi. The killer whale killings

1989

were exposed and made into movie Blackfish. Then, Blackstone sold 37% of Entertainment in an initial public

2022

offering.

2013

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THE FUTURE

002 OUR MISSION NEW DIRECTION NEW AUDIENCE THE COMPETITORS

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002-1

OUR MISSION SeaWorld provides entertaining and educational opportunities for humans to connect with marine animals, which raise people’s awareness of Marine animal protection.

Re-branding Objective Seaworld will no longer be just a regular theme park, it will also be a museum, a cinema. Let people from the perspective of technology or art to establish contact with Marine animals. In addition, the “exploration” will become the new keyword of the Marine world, and various real Marine activities will be carried out so that people can really get along with wild Marine life.

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SeaWorld

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NEW DIRECTION This was our past look. These pictures show we looked like in the past. The key visuals of the old Greenpeace were to physically represent our nomal and obsolete style of the past.

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This is our new look. These pictures show our new look in the future. In order to change public opinion, the key visuals of the new SeaWorld are to represent our new exploration and innovation style.

SEAW

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WORLD

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NEW AUDIENCE The target audience for SeaWorld will shift from family with small children to all people that care about the environment, people that would like to learn more about marine animals. In the next target audience, two of them are outlier, their titles are used different color.

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THE COUCH POTATO

Josh Taylor

1) He doesn’t like to talk so he prefers chatting with his friends in the game rather than dealing with people in real life. 2) He prefers text messages to phone calls, though he usually chooses not to reply. 3) He likes playing games very much, so he always spends most of his living expenses which his parent given on game accessories. 4) He likes to write comments on the Internet, especially some offensive words, because he thinks can relieve pressure. 5) He doesn’t like taking pictures, so he has a poker face on the only family photo. 6) His favorite takeaway restaurant is McDonald’s, because he thinks it’s convenient 7) He was bitten by a rabbit when he was a child, so he hated all living animals, even a fish.

NATIONALITY: American AGE: 23 OCCUPATION: College Student RESIDENCE: Palo Alto, CA

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THE EX-SAILOR Tomas Alva

1) He missed his friends, so photographs of him and other crew members were always kept in his wallet. 2) The name of his dog was Turtle because he said he used to see big sea turtles swimming around him. 3) Because he had a lot of free time, he began to write a diary, he wanted to record the happiest time. 4) He likes to take part in various activities, especially the public welfare, because he thinks makes his life meaningful. 5) He always bought some books about marine animals for his grandson, because he was happy to tell him about story of sea. 6) Although he has moved to America for many years, he has not been to many places. But now that heâ&#x20AC;&#x2122;s retired and has plenty of time, he hopes to travel with his family. 7) He likes photography, so the walls of his house are full of his photographic works.

NATIONALITY: Portuguese AGE: 63 OCCUPATION: Retired RESIDENCE: Phoenix, AZ

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THE TRAVEL MAKER

Zhiyun Li

1) She was an undergraduate at UCSD, so she loved life in San Diego. 2) She is a good listener, so she enjoys listening to customersâ&#x20AC;&#x2122; stories and customizing their travel routes based on their preferences. 3) Zhiyun works overtime because she is a perfectionist. 4) She likes travelling and has been to many places in the world, because she thinks practice is the most direct way to get knowledge. 5) She has two dogs and a cat, and a big fish tank at home, because she enjoyed her time with the animals. 6) She pays close attention to the development of Chinaâ&#x20AC;&#x2122;s tourism industry, because she hopes to learn more advanced foreign knowledge and customize better travel routes. 7) She loves to write blog and her blog records a lot about her pets.

NATIONALITY: Chinese AGE: 31 OCCUPATION: The designer RESIDENCE: Shanghai, China

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THE ELITE DAD Mark Hayward

1) Mark loves his job, so he always devotes all himself to his project to strive for the best. 2) Because of always working under great pressure, Mark unable to balance the family and work well. 3) He attaches great importance to cultivating the sense of intimacy with his children, so Mark always chooses to travel with his family when he has a holiday. 4) Mark relaxes himself and strengthens his bond with his child through family activities. 5) Mark loves sea sports, but the cold climate of San Francisco cannot provide such a good place. 6) His sonâ&#x20AC;&#x2122;s curiosity about the world and love of animals make Mark feel he has a responsibility to support his children. 7) Mark let his child learn by playing including the idea that human beings are equal to animal.

NATIONALITY: American AGE: 38 OCCUPATION: Senior Soft Engineering RESIDENCE: San Jose, CA

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THE LITTLE MERMAID Zhiyun Li

1) Since her childhood, Satomi has dreamed of becoming a mermaid because she wanted to live as free as a mermaid. 2) The content of the cartoon makes Satomi full of special longing for the underwater world. 3) Because Japan has a developed aquaculture industry, Satomi always wonders about the difference between fish in the tank when she goes to the aquaculture shop with mom. 4) Satomi never has the heart to eat fish, because she really wants to be good friends with them. 5) She is always looking forward to the weekend, because her dad can take her out with her mom. 6) Satomi also doesnâ&#x20AC;&#x2122;t like to stay at home. So, Satomi often lets her mother take her swimming to enjoy the fun of water splashing. 7) Her room is stacked with stuffed animals from the aquarium. Whenever friends come to play at home, she always introduce these small marine animal to her friends.

NATIONALITY: Japanese AGE: 8 OCCUPATION: Elementary School Student RESIDENCE: Osaka

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THE SURFING EXPERT Ben James

1) He loves surfing, so he always goes surfing at the beach on weekends driving his old truck, no matter how much assignments. 2) He was so fond of sea animals that he even saved a stranded turtle in past. 3) When he was in trouble, he always goes to the seaside, because he thought the sound of waves could heal everything. 4) He used to be a volunteer in the Marine animal protection association. So, whenever he saw the news about the killing of Marine animals, he always felt sad. 5) He prefers challenging, more adventurous activities to going to a theme park. 6) He now works as a part-time narrator on a whale-watching boat. Because, he thought it was the friendliest and intuitive way to learn about animals. 7) He always takes his gopro when he surfs, because he wants to take photos of the free marine creatures.

NATIONALITY: American AGE: 24 OCCUPATION: College Student RESIDENCE: Big Island,HI

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THE VOLUNTEER Camila Garcia

1) Camila is a marine animal rights activist, so she opposes the traditional business model of Marine parks. 2) She opposes animal performances and strives to minimize human influence on animals. 3) Every year, Camila donates some money to animal protection organizations to help save the injured animals. Because she thinks that the best way to educate her students is to do the things by herself firstly. 4) Camila is adventurous, so she enjoys interacting with animals in the wild. She likes to share these experiences with her students. 5) Camila met her current boyfriend at a sea animal volunteer event. It was the love of animals that brought them together. 6) She is calm and decisive, but she still looks like a little girl when faced with animals. 7) She is persistent in expanding her knowledge, and she knows and improves herself in nature.

NATIONALITY: Mexican AGE: 29 OCCUPATION: Middle school biology teacher RESIDENCE: Los Cabos

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THE TOY MAKER Farida Alahmad

1) Farida masters the craft of stuffed toy, so she can control the quality of the actual model sample well through the design draft. 2) She is imaginative, because it can let herself think like a child. 3) Farida loves snorkeling, because itâ&#x20AC;&#x2122;s a great way to see the underwater world up close. 4) Inspired by her love of marine life, many of Faridaâ&#x20AC;&#x2122;s works are based on them. 5) She likes to play and communicate with children. Because the inspiration of their interaction is love and care from the perspective of children. 6) Farida believes that a good design for children should be one that can be used by everyone, regardless of age. 7) She loves her job, so she wants to let every child learn to love, create and share through her works.

NATIONALITY: United Arab Emirates AGE: 44 OCCUPATION: Toy Designer RESIDENCE: Abu Dhabi

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THE COMPETITORS Adjacent Competitors Adjacent competitors would belong to the category of places for people to relax, feel and learn. There are many ways to do this, and what they have in common is a temporary break from the established rhythms of life.

Madame Tussauds

de Young Museum

The wax figures in Madame

de Young museumâ&#x20AC;&#x2122;s displays of

Tussauds are so lifelike that the

American, Pacific and African art

audience can interact with them

are impressive and extraordinary.

as if they were in close contact with celebrities.

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Yellowstone National Park

Cinemark Theatre

As the worldâ&#x20AC;&#x2122;s first national park,

With good service quality and

its abundant wildlife species and

various advantages, cinemark is

geothermal resources attract visi-

in a leading position in the film

tors from all over the world.

industry in both north and South America.

Walt Disney Family Museum

California Academy of Sciences

This museum features the life and

Over 26 million specimens housed

legacy of Walt Disney and attracts

in the museum always quiet down

curious people to explore it.

visitors and let them know more about the world.

Museum of Ice Cream

Cartoon Art Museum

It is an interactive art exhibition

It specializes in the art of comics

themed with ice cream and candy,

and cartoons. Everyone can find

which are the two most direct

their own childhood memories.

things to bring a pleasant feeling.

K1 Speed

AMC Theatres

Both children and adults will enjoy

As the largest movie theater chain

kart racing, and K1 Speed provides

in the world, it is committed to

us with professional racing cars

providing people with the best

and tracks.

movie-watching experience.

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Current Competitors SeaWorld’s current competitors fall into the category of places that offer a world of exploration for all the lovers of aquatic life and families whose goal is to enjoy their family life. SeaWorld distinguishes itself from other theme parks by the extraordinary experience of interacting with animals and the perfect combination of amusement park and aquarium.

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Disneyland Parks and Resort

Georgia Aquarium

Disneyland builds a huge system

It houses more than 100,000 ani-

with an abundance of entertain-

mals and was the world’s largest

ment activities based on a variety

aquarium from 2005 until 2012.

of household fairy tales.

4. Monterey Bay Aquarium.

Six Flags

San Diego Zoo

Six flags is full of world-class

Home to more than 4,000 ani-

roller coasters and offers intimate

mals of more than 800 species

encounters with animals such as

and subspecies. It is also one of

dolphins.

the few parks in the world with giant pandas.

Cedar Fair

Saint Louis Zoo

It operates a number of well-

It is recognized as a leading zoo

equipped theme parks in North

in animal management, research,

America.

conservation, and education.

Universal Theme Parks

Monterey Bay Aquarium

Universal studios’ attractions are

Monterey Bay Aquarium has a

closely integrated with its films,

wide variety of Marine life and

making visitors feel as if they are

offers visitors chances of close

in the movie world while experi-

encounters with Marine animals

encing excitement.

during diving.

Legoland Parks

Omaha’s Henry Doorly Zoo

There are all kinds of creative

Many activities and programs

entertainment facilities built with

at this zoo and aquarium and its

LEGO bricks in the park，which

backstage tours and workshops

can bring inspiration to people.

have led visitors to rate it as the best zoo in the world.

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Aspirational Competitors The aspirational competitors are band that inspire me to rebrand SeaWorld to better present its original soul. In the future, SeaWorld will continue to protect marine animal from the direction of technology, education and entertainment.

The Walt Disney Company

TED

Like Disney, SeaWorld can make

Ted talks always teach new knowl-

movies about sea animals.

edge or inspire people to think. Seworld could also run some talks to get people to pay attention to Marine animals.

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Royal Caribbean

GoPro

SeaWorld could develop cruise

Gopro is famous for underwater

lines that arenâ&#x20AC;&#x2122;t long journeys, but

cameras, but SeaWorld can also

are also designed to give people a

do underwater equipment to give

real sense of the sea.

people a better understanding of underwater world.

ABC Stores

California Academy of Sciences

ABC stores, as a chain of retail

This is a museum with both

stores, always sells some tourist

ornamental value and technol-

souvenirs. Sea world could also

ogy, which allows people to get

open retail stores to sell souvenirs.

the knowledge about nature and science in a comprehensive way. SeaWorld could combine marine animals and technology to develop programs.

Universal Theme Parks

Warner Media

Universal studiosâ&#x20AC;&#x2122; attractions are

Warner pictures always makes

closely integrated with its films,

good movies. SeaWorld can make

making visitors feel as if they are

good sea themed movies.

in the movie world while experiencing excitement.

Hydropolis

AMC Theaters

It is an underwater hotel where

SeaWorld could also build cine-

people can watch the underwater

mas on its SeaWorld campus.

world from their rooms. Seaworld could build some of these things, so people can go into underwater.

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Image Source https://unsplash.com/photos/P2pAKpGUsms https://unsplash.com/photos/QTIugFX1Gug https://californiadiver.com/san-diego-sea-world-announces-that-theyre-ending-orca-shows-in-2016/ https://www.blinktravel.guide/lisbon/oceanario-di-lisbona-aquarium

History Source https://www.seaworldofhurt.com https://en.wikipedia.org/wiki/seaworld https://seaworldentertainment.com https://www.tripadvisor.com

Designer

Feiyan(Rayna) Gu

Class

Nature of Identity

Instructor

Hunter Wimmer

School

Academy of Art University

Epson 3880 P400

Paper

Moab Entrada Rag Natural 190

This book is a non-commercial project for education purposes and is not intended to represent the SeaWorld Brand.