Roaring Woods
Claws n’ Paws is a zoo in Lake Ariel PA that is known for its vibrant wildlife and exotic animal species. The current branding of the travel destination is inconsistant and outdated, not reflecting the true essence of the zoo. My goal for this rebranding project is to refresh and revamp the Claws N’ Paws brand because I have a genuine love and appreciation for the zoo and its animals. I want to see the zoo succeed and thrive by attracting new audiences. By starting fresh with a new brand identity, I believe we can create a new appeal that will bring in a more broad group of visitors who can share the zoo I grew up visiting.
REBRAND GOALS:
Draw attention
Feel youthful and playful
Enhance the current zoo
Creating a brand is a huge undertaking, especially when you are rebranding a beloved local zoo. I want to honor the park's history while adding a new, innovative identity to attract a broader audience.
I believe looking at color is a great place to start. Picking the correct colors can show audiences how you want them to feel when they enter the zoo.
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Today, billboards, brochures, and local commercials serve as the primary forms of publicity for the park. By brightening our color scheme, we will draw more attention to these advertisements and give new audiences a better chance to notice us.
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All logo variations, our primary logo in addition to special case and seasonal logos which may be used on martketing, mercandise and signage around the park
The next step in my rebranding process is to update the logo. After experimenting with different applications of texture and patterns, a wood block style print felt the most fitting for a modern organic look. I have incorporated bold patterns into the logo design to further enhance the connection between the zoo and its audience.
​Stamps are applied to the hand of guests as they enter the park. A different stamp is applied each day of the week.
Front and back views of conceptual zoo keeper uniform for staff members.
Bright distinct colors are worn for easy recognition of staff by guests and animals.
Advertising​
The advertising campaign for this project should be bold and eye-catching.The signage should use bright colors, bold typefaces, and images of the animals in the zoo to create a sense of excitement and adventure. Social media should also be utilized to promote the zoo with vibrant images of the animals and behind-the-scenes videos.
Website
The next step in the rebranding project is to update our online presence. It should provide information about the animals in the zoo, conservation efforts, and helpful information for guests visiting for the first time. In addition to effectively giving guests information, it should be easy to use and follow the bright exciting brand guidelines established for all other elements of the company.
Below is a walkthrough of the new website and some basic functionality. Elements of the page include admission prices, membership benefits, a map of the park, photos of happy visitors and job listings for potential new hires
Illustrations
Examples of “wood cut” style animal silhouettes used for merchandise, signage, maps and more.
Merchandise
Gift shop merchandise including: drawstring bags, baby clothes, notebooks, mugs, masks, and enamel pins.
Rebranding Claws N’ Paws to the new captivating Roaring Woods will reflect the vibrant and exciting nature of the zoo. By choosing bold colors, multimedia features, interactive elements, and a compelling advertising campaign, new audiences will be attracted to what the zoo has to offer.
Art directed by Brian Satalino at the Tyler School of Art and Architecture at Temple University
