Campaign Design: ZooNights
Wilder institute/Calgary ZooContributions > Campaign Design / Visual Identity / Environmental Graphics / Digital Media / Transit Advertising / Print CollateralOverview
ZooNights was developed as a seasonal campaign to transform the traditional zoo visit into a magical after-dark experience for families. As the zoo expanded its operating hours into the evening, the opportunity emerged to reposition the park as a vibrant twilight destination—inviting, playful, and worth exploring after sunset.
Approach
Crafted a cohesive visual identity to translate seamlessly across every touchpoint, including digital campaigns, social media, environmental graphics, and large-scale transit applications.
Focused on creating standout visuals for the competitive summer events market, while maintaining alignment with the zoo’s whimsical spirit and conservation-focused storytelling.
Drew creative inspiration from classic Walt Disney storytelling, embracing a sense of wonder designed to appeal to children and adults alike.
Designed a custom ZooNights logo featuring a condensed serif typeface with rounded features to balance elegance and playfulness; a typographic detail transformed the descender of the “g” into a cat’s tail, visually connecting the mark to the organization’s primary logo and reinforcing the nocturnal theme.
Outcomes
Delivered a unified campaign identity that elevated the zoo’s presence in the local events landscape and provided a memorable, enchanting experience for guests.
Successfully implemented campaign assets across digital, print, and large-scale applications, ensuring broad reach and consistent messaging.
Maintained brand integrity while introducing fresh visual elements tailored to the event’s unique atmosphere.
Impact
Increased family attendance and engagement during extended evening hours.
Strengthened the zoo’s reputation as an innovative destination for seasonal events.
Advanced the mission of connecting audiences to conservation through imaginative, story-driven experiences.
Project completed as in-house designer at Wilder Institute/Calgary Zoo.