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Repositioning the zoo for an adult audience

Zoo Nights, ZSL London Zoo
Brand strategy | Brand identity | Brand campaign

In Spring 2017 ZSL London Zoo launched Zoo Nights, a new adults-only after hours event. We created an identity and campaign for Zoo Nights which would shift pre-conceptions of the zoo from being a daytime attraction for kids and families to a cool, quirky Friday night venue for the after-work London crowd.

More project info

Taking reference from the changing light of the setting summer sun, we created a brand positioning, identity and campaign for the venue’s late night offering, encouraging adult visitors to ‘see the zoo in a whole new light’ and enjoy a trip to the Zoo like never before.
Set against a backdrop of nightfall across the city, a set of iconic animal illustrations were created to reflect the events unique mix of wildlife and city life. Inspired by the style and language of festival posters, the campaign was positioned as the unmissable event of the summer, designed to appeal to an adult audience looking for quirky, new and exciting things to do in the city on Friday nights.
Created in collaboration with:
Claire Rigby, Jane Bowyer.

The creative perfectly represents our ambitions to create an alternative late night event and connect with a brand new audience who can experience ZSL London Zoo like never before.

Penny Hamilton 
Head of Marketing, ZSL