Out-of-home transit campaign that rekindles the childlike wonder of discovering nature's animals
Overview
My Role
Designer Art Director
Duration
1 month
Tools
Adobe Illustrator Photoshop InDesign
The Problem
The young Gen Z audience has fallen out of touch with the Animal Planet brand. They’ve forgotten the childhood magic of seeing unfamiliar animals for the first time, and the thrill of doing so.
The Solution
Turn the natural prints of animals into a thrilling visual experience where the viewer must ‘search’ for them, rekindling the excitement and wonder of discovering these exotic animals for the first time.
Draw viewers into the experience using mesmerizing, eye-catching prints and patterns of animals. Showing viewers nature's wonders - hidden in plain-sight.
Brand strategy
Brand Positioning Statement
Keep the childhood joy and wonder of animals alive by bringing people up-close in every way.
Core Values
Education, Wonder, Accessibility
Design Principle
Curious, Playful, Monochromatic
Branding System
Brand Color
Bold animal-themed colors combine with white in the ads' detailed visuals to create an invigorating and intriguing look.
Halloween Orange
RGB 242 97 34 CMYK 0 60 86 5 #F26122
Yale Blue
RGB 14 75 160 CMYK 91 53 0 37 #0E4BA0
Rich Black
RGB 0 0 0 CMYK 0 0 0 100 #000000
White
RGB 255 255 255 CMYK 0 0 0 0 #FFFFFF
Brand Typeface
Simple and clean serif communicates clearly yet unobtrusively, allowing the visuals to handle most of the heavy lifting.
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