The Dallas Zoo After Dark events occur about three times a year, and each event has a unique theme. This is an adults-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 we often needed the same signage for each event, so it would be most effective to create a base set of signage and only develop new signage for the unique activities at each event.
Since these are evening events, we leaned into a night sky and galaxy-themed background with bright, almost neon colors for the branding. For the signage, we recognized there will often be limited lighting in areas, so we gave the signage a white base and used bright purples and custom icons to clearly indicate which signage is specifically for the After Dark evening events. We worked to clearly communicate what activities are occurring in 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
Logo Designer: Kristi Cooper
Graphic Designer: Kristina Edwards
