The Dallas Zoo After Dark events occur about 3 times a year and each event has a unique theme. This is an adult only event with pop-up bars and adult centered activities. It is a time to come and enjoy parts of the Zoo with drinks, family, and friends. As we were rebranding this set of events, we realized that we would often need the same signage for each event and that it would be most effective to create a base set of signage and only create new signage for the unique activities for each event.
Since these are evening events, we leaned into the night sky and galaxy look background, with bright, almost neon colors for the branding. For the signage, we realized there will often be limited lighting in areas, so we gave the signage a white base and used the bright purples and custom icons to help designate what signage is specifically for the After Dark evening events. We worked to clearly communicate what activities are occurring for the evening and what food and drink options are available at each retail location.
VP of Marking and Communication: Kari Streiber
Project Manager: Courtney Wallover
Creative Design Manager: Sean Fowler
Graphic Designer: Kristina Edwards
