The Dallas Zoo opened a special exhibit in spring 2023: Destination: Dinosaurs. This exhibit was open until fall 2023 and was reopened for the spring, summer, and fall of 2024, and it had unique branding for all promotional material and in-park signage. The exhibit itself featured over 100 dinosaurs on a walking trail, with over thirty of the dinosaurs moving, roaring, and some even spitting at guests. We created custom signage for the entire Destination: Dinosaurs exhibit, ranging from maps and wayfinding to over twenty dinosaur IDs and promotional material scattered throughout the rest of the Zoo.
We encouraged engagement with the exhibit through interactive banners, graphics calling out great spots for photos, thirty-second educational audio clips about the dinosaurs on the ID signs, and Spanish translations on all dinosaur ID signs. The branding uses bright colors to make the exhibit friendly and appealing to children and parents alike. The use of gradients and foliage was chosen to give the subject of dinosaurs an exciting modern feel paired with the idea of discovery, bringing new energy and a sense of movement to enhance the immersive experience.
Destination: Dinosaurs advertising signage at the Zoo's front entrance
Signage for the membership acquisition campaign centered on visiting Destination: Dinosaurs
Descendants of Dinosaurs signage was a scavenger hunt aimed at generating interest about the Destination: Dinosaurs exhibit by connecting a Zoo animal to its past dinosaur ancestor
Pole Light banners along the walk way to the Detination: Dinosaurs entrance gate within the Zoo to help increase visibility
Large sign over the gate to clearly label the Destination: Dinosaurs entrance along with prominent sponsorship visibility
Destination: Dinosaurs front entrance booth that displays pricing, and promotes the Descendants of Dinosaurs scavenger hunt
Food and retail location with branded signage, and directional signage to help people navigate the space
Mobile sign stands to help people know how to navigate the pathways, and a large "Welcome" Sign that can also act as a spot to take photos
A large fence along the pathway was utilized by installing several interactive banners along it's length
A custom map was made for the unique exhibit space.
Dinosaur IDs were made for all animatronic dinosaurs, and were designed to be accessible, interactive, and informational
All Dinosaur IDs were installed closely to the animatronic dinosaur on custom built sign holders
Interactive sound board in the activity area featuring dinosaurs found throughout the exhibit
Perfect location for a selfie with our star T-rex
Concrete graphic to encourage people to take photos and help identify the best locations for photos
VP of Marking and Communication: Kari Streiber
Project Manager: Courtney Wallover
Creative Design Manager: Sean Fowler
Graphic Designer: Kristina Edwards
