Zoo Tunes Campaign
Illustration, Layout, Typography
Timeline: 10 weeks
Overview: Zoo Tunes is a long running Seattle summer concert series organized by Woodland Park Zoo. The concert series benefits Woodland Park Zoo’s conservation efforts and is open to all ages.
Problem: The Woodland Park Zoo has introduced a new lineup of musicians to bring a younger demographic to their concert series. Their branding and marketing needs an update to reflect the new audience they are trying to attract.
Solution: The updated advertising and collateral for this concert series features charismatic animals at the Woodland Park Zoo. This solution uses colors, illustration and typography that appeals to the young adult demographic that the Zoo is trying to attract, without losing the existing audience or family friendly vibe.
Process
Research
I began by researching the existing marketing materials for Zoo Tunes and finding opportunities to expand the reach of the campaign.
Moodboard
I created a visual moodboard to explore typography, color and imagery. This allowed me to find a direction to portray animals that includes all ages, without being for children.
Research
I made a series of sketches exploring different visual metaphors and compositional tools. The final concept allows me to make a connection between a favorite charismatic animal and music, without anthropomorphism.
