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THE CHALLENGE
Design an informational system to raise awareness for a social cause.

don't say bye

BRANDING, CAMPAIGN,
DESIGN SYSTEM,
THE OUTCOME
An interactive zoo campaign to help visitors learn about the growing extinction rate and how they can help endangered animals.
NOTABLE ATTRIBUTES
The campaign is called Don’t Say Bye because it’s a simple explanation for children to understand the result of extinction.
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COLLATERAL
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POSTERS

There are a series of 8 posters, one for each featured animal. The posters are seen around the zoo and are displayed with a plastic insert to hold the scavenger hunt booklets. Posters are photography heavy to push towards an empathetic reaction. Each animal is provided with a specific color to associate with in the materials for easy recognition. The posters also include a fact about the animal, it’s illustrated icon (which is seen on other collateral), and a call to action that invites visitors to grab a scavenger hunt booklet and learn more about how to help endangered animals.

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SCAVENGER HUNT BOOKLET

The scavenger hunt booklet includes a spread for each of the 8 featured animals with information about the species, it’s value to the ecosystem, and why it’s endangered. Visitors can pick up a booklet in multiple areas around the zoo. As visitors find each animal, understand its importance, and learn how they can help, the scavenger hunt goers earn a sticker to add into the booklet. For easier wayfinding, track prints are featured on each animal’s spread in the booklet, visitors can follow floor decals of the prints, which are color coordinated, to lead them to the animal they are searching for.

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STICKER SET

After visiting each animal at its zoo exhibit, visitors will receive a sticker as a reward for finding the animal and learning about it. There are a collection of 8 stickers, one for each featured animal. Beyond the stickers, these illustrated animal icons are seen throughout the branding of Don’t Say Bye on the posters, signage, and booklet map.

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WAYFINDNG

Seen also in the scavenger hunt booklet, color-coordinated track marks can be seen around the zoo as floor decals. Tracks will lead visitors to each animal exhibit, where they can get their sticker. Don’t Say Bye signage can also be found throughout the zoo as a secondary wayfinding strategy which directs visitors to each habitat exhibit of the zoo. The photography seen on the signage is directly associated with that on the map in the scavenger hunt booklet.

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THE PROCESS
Don’t Say Bye is a revisited project. When I first developed this campaign I was still learning, but without the initial stepping stones that brought me to the original concept, I would not have reached this new and improved version of the campaign. To start out this project I researched facts and statistics about extinction rates and endangered animals. Originally I wanted to target children so the idea was to simplify the facts into a visual that a child could easily understand without frightening them about the severity of the issue. I started sketching possible approaches I could take and I landed on this idea of animal line illustrations. I rewrote a few facts that would be easy for a child to comprehend and began playing around with these illustrations to figure out a way to visualize the fact. I knew I wanted to create an interactive campaign and further apply the illustrations in the campaign material, and that is how I landed on the scavenger hunt booklet. As I thought about reworking this project I wanted the campaign to be more photography heavy so that it would appeal to a larger audience and feel more mature. I still wanted to include the animal illustrations, but make them feel more substantial by adding color fills. Additionally I modified the color palette from pastels to deeply saturated to better balance the dynamic photography and appear more natural. I worked off of the lockup from the first poster iterations and further adapted it to better suit this new approach. Initially the scavenger hunt booklet was inspired by a field book, but in my second iteration I wanted to take this idea and adapt it to feel more professional and clean. Reworking Don’t Say Bye was beneficial, not only because it is a stronger concept, but also because it allowed me to think more conceptually about the purpose of the campaign and how it can be further implemented to benefit the target audience.
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