BRAND & CREATIVE DIRECTION
The concept was inspired by the zoo’s unique combination of wildlife, botanical gardens, education, and conservation. Rather than focusing solely on animals, the identity was developed to represent the broader experience of the zoo and its mission to protect endangered species.
FIONA & THE POWER OF STORYTELLING
Fiona, the Cincinnati Zoo’s famous premature hippopotamus, became an important example of how individual animal stories can create meaningful connections between audiences and conservation. Her story brought widespread attention to the zoo, strengthened its social media presence, and inspired merchandise, murals, and community initiatives that supported conservation efforts.
FINAL OUTCOME
The rebrand uses the Cincinnati Zoo’s history, conservation mission, and connection to its community as the foundation for a more cohesive visual identity. The goal was to create a system that feels approachable, memorable, and conservation-focused while giving the zoo greater flexibility across its physical and digital experiences.
Cincinnati Zoo & Botanical Gardens
PROJECT SCOPE: Brand Identity, Logo Design, Campaign Concept
TOOLS USED: Illustrator, Photoshop, InDesign
The Cincinnati Zoo & Botanical Garden is one of the oldest zoos in the United States and is recognized for its work in endangered species protection, conservation, and breeding programs. Despite its long history and strong public presence, the zoo had limited visual branding beyond its original logo. This project explored how a refreshed identity could better communicate the zoo’s role in conservation while creating a more recognizable and engaging brand.
Environmental
Merchandise
