Zoo Signage Brand Refresh

Wilder institute/Calgary Zoo

Contributions > Interpretive Design / Environmental Graphics / Wayfinding / Signage System Design / Map Design

Overview

A comprehensive signage and wayfinding refresh unified the zoo’s visual identity and improved the guest experience. The challenge addressed visually fragmented signage, inconsistent messaging, and outdated systems that no longer reflected the evolving mission of the Wilder Institute/Calgary Zoo.

Approach

Conducted a thorough audit of existing signs and visitor pathways to identify pain points and opportunities.
Collaborated with the Interpretive Planning and Marketing & Communications teams to shape a flexible, strategy-led visual framework.
Developed a modular signage system to support conservation storytelling and create a seamless experience across major zones including Africa, Asia, Savannah, and Wild Canada.
Designed immersive, scalable species signage that balanced creativity with clarity, allowing for consistent application across the park.
Established a distinct visual identity for the Dorothy Harvie Gardens, combining site-specific typography and detailed photography to highlight the space’s unique plant life and wildlife.

Outcomes

Delivered a cohesive and accessible signage system that improved guest navigation and reinforced the zoo’s conservation mission.
Enhanced clarity and consistency of messaging at every touchpoint, supporting both educational and experiential goals.
Provided a scalable framework adaptable to future exhibits and communications needs.

Impact

Increased positive guest feedback regarding ease of navigation and information clarity.
Strengthened the zoo’s brand presence throughout the park environment.
Contributed to a more engaging and mission-aligned visitor experience.