branding exhibits multimedia environmentalmarketing
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CASE STUDY
Jacksonville Zoo and Gardens
Situation:Jacksonville Zoo and Gardens was interested in raising
the conservation awareness while re-energizing their visitors. The
new exhibit was to provide an immersive experience - recreating a
scientific research station, village, and the forest areas of a
neo-tropical region of Guyana in South America.
Challenge:■ Develop content and graphics for more than 100
different animal species, with strong, relevant conservation
messages that integrate into the 22,000 square foot exhibit’s
immersive environments. ■ Highly visable themed donor recognition
and retail signage also had to be incorporated into the exhibit in
an unobtrusive, immersive way. ■ Most importantly, key messages had
to focus on sustainability issues in the region and at home so the
visitor could make meaningful connections between the rainforest
and their own environments.
Solution:A comprehensive content outline and script was created,
including key conservation messages that encompassed 5 main subject
themes – the range of the Jaguar, an ancient temple, the river’s
edge, a free-flight aviary, and a field research station.
Through effective project management, the design development
began early enough to integrate graphic panels into the
architectural design of the exhibit areas. Organic shaped phenolic
panels and animal identification systems were set into scenic
rock-work that framed viewing areas. Other architectural influences
such as rough-hewn wood posts and scenic painting were also
incorporated into the graphics package to create a unified look
between the architectural/exhibit design and the interpretation -
reinforcing the immersive goals of the exhibit.
The donor recognition program was also very important to the
project. We were able to connect the donor recognition with the
interpretive introduction of each area by creating life-size animal
sculptures set upon scenic rock structures with sandblasted donor
names set in the rock work. The title of each area and graphic
panels were also incorporated into the donor signage with wood
posts and a contrasting metal support system, creating donor and
interpretive groupings throughout the entire exhibit.
Results:■ The Range of the Jaguar exhibit was the winner of the
prestigious 2005 Association of Zoos & Aquariums (AZA) Exhibit
Award.■ Results of a Summative Evaluation conducted by an
independent museum consulting firm included impressive metrics:
– 94% of the participants stated that the exhibit did a
fantastic job of sharing that the Jacksonville Zoo plays an
important role in animal and habitat conservation.– Participants’
understanding of the zoo‘s role also tested very strong, - over 33%
stated that the zoo’s conservation contribution is through
education and nearly another 33% saw its role as providing breeding
and care facilities. – 81% percent of the participants stated that
they loved the Range of the Jaguar. The study’s final conclusion:
With that percentage and degree of emotion, the exhibitexperience
will have a lasting impact.
