Located in the heart of Salt Lake City, residing within Liberty Park, is a gem of the Wasatch Front that remains fairly hidden locally. Opening in 1938, The Tracy Aviary is the oldest, largest, and one of only two free standing aviaries in the United States (and the largest AZA accredited in the World). But despite its stature and history the aviary doesn’t have the regional cache and top of mind awareness that the zoo or aquarium does. With expansion plans for a second location nature center on the Jordan River and an increased emphasis on conservation, we helped take the opportunity to reorient their brand, refresh their creative, and undertake new marketing initiatives. The new brand story was centered on the two most important elements of the Aviary; the birds and the nature they live within (the Liberty Park location is a botanical garden). Utilizing a visual language that pairs our story’s hero, birds, with an immersive nature pattern and slanted typography that gives the creative a dynamic motion, we are helping the Tracy Aviary grow attendance and membership while creating a modern brand experience.
PLAN // Brand Strategy + Positioning / Brand Voice + Messaging / Campaign Concept / Campaign Strategy / Go-to-Market Strategy / Lead Generation Strategy / Stakeholder Management / Website Strategy CREATE // Art Direction + Graphic Design / Brand Identity / Content Creation / Creative Direction / Motion + Animation / Photography / UI Design / User Experience (UX) Design / Video + Film DEPLOY // Advertising / Brand Guidelines / Digital Advertising / Paid Media / Print / Public Engagement / Social / Website Development
The new tracyaviary.org is more than just a traditional zoo or aviary website. While it, of course, has information about hours and tickets and their conservation efforts, it also has a detailed listing database of every bird in Tracy Aviary Liberty Park and information about it; an educational resource for all wanting to learn about the world of birds.
