In 2016, I was tasked with co-leading a team to create Woodland Park Zoo's first in-house marketing campaign in 20 years. With high stakes in the balance, I helped lead our working group, through brainstorming and concept, to focus groups, revisions, and execution. And, as the organization's representative from the Creative department, I not only co-led the group but was also acted as project manager and designer.
Our creative brief goals were to increase visitor attendance and promote animal empathy. This led to the concept "Come Play at the Zoo!" which spoke to the idea that the zoo is a great place to spend the day and play, both for your family and animals. We have more in common than you might think - PLAY!
