Friends of the National Zoo was an old brand in need of an update. An identity that would modernize it for wider and younger audiences while still communicating its critical conservation mission across a range of materials and complying with rigid Zoo guidelines. This required a highly flexible and adaptable identity system. Using custom illustrations based on an iconic design, a colorful palette, and a combination of bold and classic fonts, any subject could be addressed from playful kids’ guides to serious scientific documents. The brand was presented across all media and this extremely versatile system was used in endless combinations to elevate the value of the Friends of the National Zoo.
Brand Development, Brand Strategy, Brand Identity, Brand Management, Brand Standards, Integrated Marketing Strategy & Execution, Digital Marketing Strategy & Execution, Direct Marketing, Social Media Marketing, Marketing Communications, Content Marketing, Concept Development, Creative Direction, Art Direction, Graphic Design, Marketing Department Management, Creative & Production Management, Project Management, Membership Marketing, Membership Acquisition, Retention, & Renewal, External Agency Management & Liaison, Partnership Acquisition, Development & Delivery, Workflow & Productivity Improvements, Vendor & Artist Negotiation & Management