Hat-Trick Design repositions Marwell zoo with new look

Hat-Trick Design has created a new identity for Marwell Zoological Park in Hampshire, which is being renamed Marwell Wildlife.

The consultancy was appointed by the zoo’s owner and operator, the Marwell Preservation Trust, following a three-way pitch last September, according to Hat-Trick director Gareth Howat.

Howat says, ‘Our task was to create a single strong personality to unite everything the organisation does. The challenge was to move the brand from being a regional wildlife attraction to become a conservation wildlife charity.’

He adds, ‘The theme behind the design is to illustrate the connections between people and wildlife. The symbol also represents Marwell Wildlife’s commitment to caring for and protecting wildlife, locally and internationally.’

James Cretney, chief executive of Marwell Wildlife, says, ‘We do a lot of work that isn’t reflected in the traditional zoo paradigm, and we wanted the new identity to show this.

‘We wanted to get back to our roots as a conservation charity and also highlight the education and outreach work that we do.’

Cretney says, ‘Hat-Trick had worked previously with clients such as the Natural History Museum, so it understood how to work in the science and visitor attraction area.’

The new identity will be shown at the opening of a new restaurant and African Valley attraction on 3 April.