Project Overview
This project focused on developing a fresh and engaging brand identity for Joburg Zoo as part of a university brief. The objective was to reposition the zoo to attract a new audience and increase awareness, while creating a more memorable and family-friendly experience.
My Process
1. Research & Brand Analysis
I began by analysing the existing brand presence of Joburg Zoo and its association with Johannesburg Parks. I identified a gap in having a distinctive, standalone identity for the zoo. I also researched competitor zoos and current design trends to understand how to better appeal to modern audiences.
2. Target Audience Definition
The primary audience identified was young families with children. This insight guided all creative decisions, ensuring the brand would feel approachable, engaging, and exciting for both kids and parents.
3. Concept Development
My concept focused on creating a balance between heritage and modern appeal. I wanted to retain the credibility and history of the zoo while introducing a fresh, contemporary look. This led to a direction that blends a slightly vintage feel with current design trends.
4. Visual Identity Creation
I developed a bold, playful, and simplified visual style to resonate with families. The identity was designed to be:
- Easy to recognise
- Visually engaging for children
- Clean and adaptable across platforms
The tagline, “Get up, get out, explore”, reinforces a sense of adventure and encourages outdoor family experiences.
5. Style & Design Direction
The overall design approach was intentionally fun and vibrant, using strong visual elements and a simplified aesthetic. This ensures the brand is accessible, energetic, and suitable for a wide range of applications—from signage to digital media.
6. Application Thinking
While conceptual, I considered how the brand would live across various touchpoints such as marketing materials, signage, and social media, ensuring consistency and scalability.
Outcome
The final result is a modern, family-oriented brand identity that gives Joburg Zoo its own unique voice. It successfully positions the zoo as a fun, educational, and must-visit destination for families, while maintaining a connection to its established heritage.
