Marie Holdaway
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Brand Campaign – Tampa's Lowry Park Zoo

Client work at ChappellRoberts. Graphic Designer and Art Director.

Brief. 
Tampa's Lowry Park Zoo introduced a new Halloween event which would be fun, spooky and entertaining event for the whole family. ChappellRoberts was asked to create a campaign that appealed to young families, stood out in the saturated market, and incorporate the unique animal aspect of having a Halloween event at the zoo.

Strategy and end result.
How do you make a Halloween event not too spooky for the little ones, but spooky enough for the teens?
With this in mind, the ChappellRoberts team focused on creating a fully-integrated campaign that was appealing to multiple ages, by making it provocative, bold and bad-ass. The branding featured engaging tiger eyes, gritty, gnarly textures and bold typography. Given the limitations of photography and assets, we created a style guide and library of ethereal, spooky imagery and assets for the Lowry Park Zoo team to utilise throughout the event branding, and for us to carry across print, sigange, outdoor and digital. Working within tight deadlines, the end result was a fully-integrated campaign that saturated the Tampa market.

The event was a success, leading to record attendance. We also received a Gold Hermes Award for the branding.

Deliverables. 
Static (with extension) and Digital Outdoor Boards
Branding Identity and Style Guide
Social Media Banners
McDonald's Collateral
Web Banner Ads
Print Ads
Radio
TVC

Awards.
Hermes Award – Gold (Logo graphic)

Associate Creative Director – Glenn Horn
Junior Art Director – Dana Householder
Art worker – Tracey Moore

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