Event Campaign Design: Mad Hatter Garden Party

Wilder institute/Calgary Zoo

Contributions > Event Campaign Design / Visual Identity / Environmental Graphics / Digital Media / Wayfinding / Print Collateral

Overview

The Mad Hatter Garden Party was conceived as an immersive, story-driven event to introduce visitors to the Wilder Institute/Calgary Zoo’s new WildScapes installation. This initiative transformed a typical zoo visit into an enchanting garden adventure, capturing guests’ imaginations while upholding the zoo’s brand standards.

Approach

Collaborated closely with Marketing and Events teams to develop a fully integrated visual identity for the campaign, ensuring cohesion from initial digital touchpoints through to on-park activations.
Drew inspiration from the whimsical world of Alice in Wonderland, centering the narrative around “stepping through a hedge into a magical garden.”
Designed sectional hedge graphics to invite guests into the experience, building anticipation and reinforcing discovery as they explored WildScapes.
Adapted campaign artwork across a variety of digital assets—including Instagram, Facebook, and targeted display ads—to build buzz and drive attendance.
Extended the theme on-site with directional signage, custom game cards, and a garden map brochure, all designed for clarity, accessibility, and theatrical tone.

Outcomes

Delivered campaign artwork, digital media assets, wayfinding and game signage, and a custom-designed map, all unified by a cohesive visual strategy.
Elevated WildScapes from a static installation to a destination event, creating a memorable guest journey that blended playful curiosity with clear storytelling.
Maintained strong alignment with brand standards while introducing a fresh, theatrical quality to the guest experience.

Impact

Strengthened guest engagement and attendance for the WildScapes installation.
Enhanced the garden’s theatrical atmosphere and the zoo’s reputation for immersive experiences.
Advanced the zoo’s mission by connecting families to conservation through creative, story-rich events.