Case study
Major public attraction
Conservation advocates, families, schools and zoo members
Brand coherence, visitation and membership growth
Zoos Victoria
As Creative Lead for Zoos Victoria at MMR Agency, I partnered with the organisation to develop a commercially minded brand strategy across its portfolio — from a full brand audit through to brand architecture and a 50-page strategic report used as the cornerstone of all brand and campaign decisions since.
Key Features:
Brand Architecture & Guidelines: Designed master brand assets and distinct brand personalities for each zoo property, spanning Corporate, Property, Membership and Commercial brands.
Integrated Campaign Program: Delivered 40+ campaigns over two years across visitation, membership, retention and education objectives.
Membership Brand Redesign: Designed and launched a new membership brand that lifted on-site conversions by 90%.
Result: The strategic recommendations remain the organisation's cornerstone for brand and campaign decisions, and the membership brand redesign delivered a 90% increase in conversions.