People often talk of 'the zoo' as a generic, but Victoria has 3
quite unique zoos. They needed a strategy and identity
system to tell their individual stories, but under a "Zoos
Victoria" umbrella.
What was the question?
How should the three leading Victorian zoos (Melbourne Zoo,
Healesville Sanctuary, Werribee Open Range Zoo) be positioned and
how should their identities be presented and used in
communications?
What did we do?
- Conducted stakeholder research
- Reviewed product and communications
- Created a unifying brand strategy and brand architecture
(defined relationship between the brands)
- Developed new identity design rules and guidelines
What was the outcome?
Internal clarity on the brand role for each zoo and for the
'corporate brand' was achieved. A consistent application of
identity across all communications was reached.
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