Where Wonder Lives

Redefining Georgia Aquarium as a destination of endless discovery.

Contributions: Creative direction, Branding

Georgia Aquarium has established itself as a premier destination but still, people think of aquariums as a once-a-year–if not a one-time–thing.

There were three key findings from focus groups: (1) Representing scale of the habitats and animals resonated well with consumers, (2) bright colors attracted customers over industry-standard all-blue palettes, and (3) ticket cost was consistently a barrier to conversion.

To support the positioning of the Aquarium as a discovery destination, I found ways to stand out in the market via how a media channel was used, color usage, bold typography treatments, and an own-able perspective on photography composition. My team also promoted the "Aqua Pass" pre and post-launch to encourage discounted ticket purchases without complicating the campaign messaging.

In addition to the video production, I worked with our photographer to capture both gallery scale and the expressions of awe and wonder in the faces of our talent.

Where Wonder Lives

Redefining Georgia Aquarium as a destination of endless discovery.

There were three key findings from focus groups: (1) Representing scale of the habitats and animals resonated well with consumers, (2) bright colors attracted customers over industry-standard all-blue palettes, and (3) ticket cost was consistently a barrier to conversion.

Georgia Aquarium Logo Redesign

As a fully-formed campaign was emerging, Georgia Aquarium's 20th anniversary was also fast-approaching, creating a natural transition to reintroduce the brand for its next 20 years.

Where Wonder Lives

Redefining Georgia Aquarium as a destination of endless discovery.

challenge

TASK

action

RESULT

Creative Direction (Art)

Creative Direction (Copy)

Production Partners (Scholar)

Photography

Editors

Producers

Extended Team Credits

There were three key findings from focus groups: (1) Representing scale of the habitats and animals resonated well with consumers, (2) bright colors attracted customers over industry-standard all-blue palettes, and (3) ticket cost was consistently a barrier to conversion.

Georgia Aquarium Logo Redesign

As a fully-formed campaign was emerging, Georgia Aquarium's 20th anniversary was also fast-approaching, creating a natural transition to reintroduce the brand for its next 20 years.