The 2024 Boo at the Zoo campaign called for a refreshed look—a new take on the branding established the previous year by Paradowski Creative. The original identity featured an owl landing on a bare tree branch, accompanied by a distinct logo and illustration style. To evolve the creative while maintaining brand continuity, I introduced a new focal point: a toad set within a lush forest environment.
Because the event takes place at night, I played with the idea of hidden creatures within the darkness of the zoo enclosures. This concept came to life through a flashlight beam revealing pairs of glowing eyes that disappear once illuminated. I collaborated with an animator at Paradowski Creative to bring the idea to life through motion, creating a playful and immersive social post.
The 2024 Boo at the Zoo campaign called for a refreshed look—a new take on the branding established the previous year by Paradowski Creative. The original identity featured an owl landing on a bare tree branch, accompanied by a distinct logo and illustration style. To evolve the creative while maintaining brand continuity, I introduced a new focal point: a toad set within a lush forest environment.
Because the event takes place at night, I played with the idea of hidden creatures within the darkness of the zoo enclosures. This concept came to life through a flashlight beam revealing pairs of glowing eyes that disappear once illuminated. I collaborated with an animator at Paradowski Creative to bring the idea to life through motion, creating a playful and immersive social post.
Jammin' at the Zoo—Branding Proposals
Each August, the Saint Louis Zoo hosts Jammin’ at the Zoo—an adults-only evening filled with live music, local drinks, and good energy. Open exclusively to guests 21 and older, the event gives visitors a chance to experience the Zoo in a completely new way—without kids, and with a cold beverage in hand.
For the 2025 campaign, the goal was to drive ticket sales by positioning the Zoo as more than a family destination—showcasing that it also offers vibrant, adult-focused experiences. Targeting adults who enjoy music, nightlife, and social events, the creative direction needed to feel energetic, modern, and a bit unexpected.
Jammin' at the Zoo—Branding Proposals
Each August, the Saint Louis Zoo hosts Jammin’ at the Zoo—an adults-only evening filled with live music, local drinks, and good energy. Open exclusively to guests 21 and older, the event gives visitors a chance to experience the Zoo in a completely new way—without kids, and with a cold beverage in hand.
For the 2025 campaign, the goal was to drive ticket sales by positioning the Zoo as more than a family destination—showcasing that it also offers vibrant, adult-focused experiences. Targeting adults who enjoy music, nightlife, and social events, the creative direction needed to feel energetic, modern, and a bit unexpected.
Concept 1 captures the electric energy of a night out at a concert—bold, dynamic, and full of motion. Inspired by EDM culture and trending kinetic design, the visuals pulse with rhythm and color, echoing the excitement of live music and social connection. Playful animated typography and vibrant gradients bring the Zoo’s animals to life in unexpected ways, creating a look that feels immersive and energetic. The design celebrates the spirit of the event—high-energy, colorful, and unapologetically fun—inviting guests to let loose and experience the Zoo like never before.
Concept 1 captures the electric energy of a night out at a concert—bold, dynamic, and full of motion. Inspired by EDM culture and trending kinetic design, the visuals pulse with rhythm and color, echoing the excitement of live music and social connection. Playful animated typography and vibrant gradients bring the Zoo’s animals to life in unexpected ways, creating a look that feels immersive and energetic. The design celebrates the spirit of the event—high-energy, colorful, and unapologetically fun—inviting guests to let loose and experience the Zoo like never before.
This concept tapped into a sense of nostalgia—both for the childhood memories of visiting the Zoo and for the energy of live music experiences. The design aimed to spark a feeling of connection: between friends sharing a carefree night out and with the Zoo itself, now seen through a new, grown-up lens. Visually, it drew inspiration from vintage concert posters, using grunge textures, layered colorways, and spray-paint accents to evoke the spirit of late-night shows and spontaneous summer fun. The result is a look that feels familiar yet reimagined—bridging past experiences with the excitement of a new kind of Zoo night.
Concept 2 tapped into a sense of nostalgia—both for the childhood memories of visiting the Zoo and for the energy of live music experiences. The design aimed to spark a feeling of connection: between friends sharing a carefree night out and with the Zoo itself, now seen through a new, grown-up lens. Visually, it drew inspiration from vintage concert posters, using grunge textures, layered colorways, and spray-paint accents to evoke the spirit of late-night shows and spontaneous summer fun. The result is a look that feels familiar yet reimagined—bridging past experiences with the excitement of a new kind of Zoo night.
