vs. the zoo & aquarium

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 / UI Design / User Experience (UX) Design DEPLOY // Advertising / Brand Guidelines / Digital Advertising / Paid Media / Print / Public Engagement / Social / Website Development

Tracy Aviary’s Challenge

The Tracy Aviary is the largest and one of only two accredited (AZA) stand-alone aviaries in the world. Its location in Liberty Park has been a family-favorite for generations but with expansion plans to a second location on the Jordan River and an increased emphasis on conservation, we helped take the opportunity to reorient their brand and refresh their creative.

Our Solution

The new brand story was centered on the two most important elements of the Aviary; the birds and the nature (their Liberty Park location is a botanical garden in addition to an aviary). Utilizing new dynamic visual elements and branding architecture we helped turn every brand touchpoint into a story about what the Aviary offers and everything it is.

Tracy Aviary Proof of Concept
Tracy Aviary Street Banners
Tracy Aviary Instagram
Tracy Aviary Digital Advertising


The new 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.

Tracy Aviary Mobile Website
Tracy Aviary Liberty Park Signage
Tracy Aviary's Birds Eye View
Tracy Aviary Shirt
Tracy Aviary Street Advertising
Tracy Aviary On Site Signage
Tracy Aviary Enrichment
Tracy Aviary Brand Guide
Tracy Aviary Guide