The consultancy worked with illustrator Adam Hayes to create a hand-drawn font as the central building block for the identity. Music also worked with copywriter Mike Reed to define the tone of voice.
Music client services director Sue Strange says, ‘The idea with a hand-drawn font is that it can be flexed in different ways. It can be child-like to appeal to families or more direct to highlight conservation messages.’
She adds, ‘The work was about trying to make Chester Zoo as distinctive as possible. The conservation work it does around the world is very significant.’
Anthony Smith, creative director at Music, says, ‘The new brand centres on personality and voice rooted in the work of those who make Chester Zoo what it is – encompassing their passion, integrity and knowledge.’
Music has also created the new Act for Wildlife brand, which is being used to target potential donors for Chester Zoo’s conservation work overseas.
The consutlancy has created a range of collateral for the zoo, including a site map, signage and campaign materials, and is currently working on a new website for the zoo which is set to launch imminently.