Week 3 Project

FLAMINGOGARDENS

Project BookREBRANDING2012

Flamingo Gardens is a place to appreciate, enjoy and

preserve the natural habitat of the everglades. It has grown and reinvented

itself over the years, first being a commercial orange grove turned botanical garden, and currently

a non-profit organization dedicated to preserving and rehabilitating the native animals and flora of South Florida.

To take this historical company to another level while continuing the course, a rebranding of its public face will help to solidify their efforts to

break into new and emerging markets, while letting their guests and competition know that Flamingo Gardens is always striving for the highest level of excellence. The

following Rebranding Style Guide lays the foundation for keeping the integrity of the brand while maintaining consistency for years to come.

TABLE OF CONTENTS

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Company Profile Creative BriefResearch Paper Target Audience

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Competitive SurveyDesign ResearchLogo Development

515354555657

Signage Brochure Web AdsPromotional Items Motion GraphicsWebsite

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Brand Description Color Palette Voice and Tone Fonts Approved ImageryLogo Specifications Medium-Specific Guidelines

26 STYLE GUIDE

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3 DESIGN RESEARCH 11 CREATIVE DEVELOPMENT

49 FINAL DESIGNS

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III

II

IV

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Company Profile Creative BriefResearch Paper Target Audience

DESIGNRESEARCH

2

DESIGNRESEARCH

COMPANY PROFILE

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FLAMINGO GARDENS STYLE GUIDE

What they’re doing well• The wildlife sanctuary rescues injured animals who can no longer survive on their own in the wild. When the animals breed, their offspring is released back into the wild. They are given a permenant home in the gardens and receive food and care by staff and volunteers.• They educate the community about the Florida everglades and offer ecological awareness training. Class field trips are encouraged.

Company Needs• More funds to build new and update existing wildlife exhibits • Want to build underwater viewing at otter exhibit •Hurricane proof night houses• More word-of-mouth guests, memberships and repeating visitors

• Unified branding is heavily needed, currently multiple design styles on public facing signage, promotions, and printed materials lowers perception of value to customers. Cost will not be questioned if branding is consistent. Think Morikami Japanese Gardens.• More volunteers to help care for plants and animals• Update all old signage

Funding Opportunities• Wildlife adoption is available to customers to help the company pay for animal care costs. Make a dedication wall highly visible in entrance area to encourage new donors.• Shift donation strategy from guests to mid to large sized businesses in the area. Offer partnering opportunities for positive press on green initiatives and ecological awareness to raise their brand value.

CREATIVE BRIEF

PRIMARY PROJECT OBJECTIVE

To rebrand Flamingo Gardens by applying a new brand strategy, logo, and web design towards a new target audience.

PRIMARY DELIVERABLES

• Redesigned logo• Redesigned website• Brand strategy - style guide and campaign

PRIMARY COMPETITION

• Morikami Japanese Gardens• McCarthy Wildlife Sanctuary• Fairchild Botanical Gardens

TARGET AUDIENCE

Children and families

POSITIONING

Flamingo Gardens is the only wildlife sanctuary + botanical garden in South Florida.

KEY TENETS

• Eco-awareness• Eco-responsibility• Wildlife Rehabilitation

In order for the Flamingo Gardens Rebranding Project to be successful, all creative work must align with these core objectives:

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CAMPAIGN CALL-TO-ACTION

• Visit the location• Visit the website

HEADING

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin vel turpis dolor. Pellentesque nis.

BRAND ATTRIBUTES

• Supportive• Informative• Sustainable

• Involved• Community• Friendly

RESEARCH PAPER

AbstractExtensive research has been done to explore, define, and explain the process that should be taken to revitalize the brand of Flamingo Gardens and focus its attention towards a new target audience. Its current brand is dated, has no specific target audience, and does not fully take advantage of marketing opportunities such as the Web, on-site signage, and advertising. Flamingo Gardens is a non-profit organization, and relies on government and donor funds. A brand redesign will help to re-establish its mission and services in the community, increase brand perception in its market, and make a stronger case to attract funds that help to do more for their mission and cause. The redesign will entail updating the logo, website, signage, advertisements and other printed materials. A new branding strategy will keep these elements unified and consistent. Each

of these elements has been thoroughly researched to explain why each choice was made.

Flamingo Gardens exists to remind, educate, and celebrate the beauty of the Florida Everglades by providing a one-of-a-kind eco experience and provide a permanent and safe home for its native flora and wildlife. In order to ensure that this unique establishment survives over the years and maintains the name that it built for itself and its importance in South Florida, a redesign of its brand is imperative.

The rebranding projectIn order to attract new customers and raise ecological awareness of the Florida Everglades at Flamingo Gardens, a campaign needs to be developed to bring in those new customers and keep them coming, while enticing existing customers to visit again. The company must


also boost consumer perception, which is currently not as strong as it could be. Flamingo Gardens currently has a poor brand identity and is not as widely known as its competitors, even though it has the unique selling point of being the only botanical garden and wildlife sanctuary in south Florida. They currently target everyone as their audience, and in doing so their lack of direction towards a specific demographic results in a slower stream of customers. A new target audience will be the focus of the campaign, which will be launched along with a company rebranding effort that will allow Flamingo Gardens to reposition itself in its competitive market. This paper explains how the elements of the Flamingo Gardens rebranding project will create a stronger brand identity to bring more customers and raise ecological awareness of the Florida Everglades.

TARGET AUDIENCE

Right: The target audience enjoys spending time outdoors and learning about the world around them.

Loves spending time together as a family

Park and outdoor

enthusiasts

Parents need place for

relaxation with children in tow

Recycles as family and interested in lowering carbon footprint

Kids have short attention span, puzzles and sensory activities to keep interested

Audience Profile

30 - 40

BFA

$65,000

Electrician, Project Manager

5-10

K-5

Science, biology

Playing outdoors, exploring, puzzles

Age:

Education:

Income:

Job:

Age:

Education:

Interests:

Hobbies:

PARENTS

CHILDREN

KIDS AND FAMILIES


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Competitive SurveyDesign ResearchLogo Development

CREATIVEDEVELOPMENT

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CREATIVEDEVELOPMENT

COMPETITIVE SURVEYDIRECT COMPETITION

Morikami Japanese Gardens

Superb BrandingMorikami’s branding is top notch and what Flamingo Gardens should strive for. Their brand is strong and unified.

Long Key Nature Center

Interactive ExhibitsTheir interactive activity center rivals a large museum. Guests take self-guided tours, and can either read or hear an audio narrative.

KEY FEATURES: KEY FEATURES:

Logo is consistent on all media

All signage has same style and font

Stands out amongst their competitors

Consistent flow of repeat guests

Video exhibit installations

Sensory exploratory exhibits for kids

Interactive buttons, puzzles, and artifacts

Touch screen learning stations

üüüü

üüüü

Busch Gardens - www.buschgardens.com Morikami Japanese Gardens - www.morikami.com

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COMPETITIVE WEBSITE ANALYSIS

Informative HomepageTheir website homepage gives the user multiple opportunities to interact and find what they are looking for. Clear navigation makes searching easy.

Style ConsistencyExcellent public facing branding extends to website and continues to strengthen their brand. Rotating banner celebrates the beauty of the location.


Park hours and temperature on homepage

Target audience call-to-action buttons

Three areas for upcoming events

Rotating banner and tabbed navigation

Website design consistent with branding

Corporate giving and grants along

Thoughtful donation and volunteer types

Creative copywriting encourages action

üüüü

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INSPIRATIONAL WEBSITES

Cuban Council www.cubancouncil.com Itosieceni www.itosieceni.it

Detail & ReadabilityDesign quality is immaculate and small details such as innovative footer navigation is impressive. Typography is well done. Headlines use consistent voice and tone.

Innovative InteractivityThis website goes against every trend and usual design layout in favor of their own. User is encouraged to explore content.


Color coded sub header system

Company history/culture influence

Multiple simple navigation options

Contact information easy to find

Engaging typography

Highly usable and interactive

Out-of-the-box use of CSS coding

Superb image optimization

üüüü

üüüü

Artforum

Excellent LayoutPage layout and typography encourages reading large amounts of copy. Intriguing headline copy catches the reader’s attention.

Caribbean Travel + Life

Finishing Touches Pull quotes and finishing touches on copy design encourage reading. Visual flow of makes reading enjoyable from page to page.

DESIGN RESEARCH


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Large full-page photos

Minimalist legible typography

Memorable logo

Target audience focused content

Photos complement copy

Attention-grabbing captions

Bright warm color palette

Image whitespace for headings

üüüü

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MAGAZINE LAYOUT

DESIGN RESEARCHPHOTO ETHNOGRAPHY

Studying visitors as an individual Photo ethnography is a field exercise in which subjects record their daily experiences with still or video cameras over an extended period of time. This practice is similar to visual anthropology because both use visual media for interpreting cultural human behavior. Flamingo gardens has been around since the 1960s, so as long as the internet has been around, and internet users have learned how to post images themselves, and with the popularity of Web 2.0 and the steady rise of social media, Flamingo Gardens has a wealth of imagery posted by others who have visited the location. This method of research gave a clear picture of the target audience and how to take advantage of marketing to them. The primary pictures shown were of families and children enjoying

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Analysis of images can provide insight into the lives and needs of the audience, and help identify ways to communicate with them.

LOGO DEVELOPMENTWORD CLOUD

everglades

brown

awareness

elemen

ts

bushes

branches

sustainable

friendly

soil

flora

water

dirt

mangrovesham

mocks

animals

rainforest

Florida

sunoak

redflowers

palm

silhouette

leaves

roots

unique

{ecosystem}

revitalization

beauty

recycle

sunray

exotic

habitatsupportive

{involved}

tropical

warm

green

plants

community

birds

{wildlife}

seeds

sanctuaryexperience

Gardens

Flamingo

treesbotanical

non-profit

swamps

rain

clouds

south

feathers

fur

air

Hidden verbal meaningA combination of research and creative

exploration was used to redesign the Flamingo Gardens logo. The word cloud

at left was created to make sure that the logo represented what Flamingo

Gardens stands for. Each word was carefully chosen and the logo had

to be able to stand beside each one and represent it.

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Snowy the owl is a rescue whose ear was injured from a bb gun accident. She now assists during live animal presentations.

Need to change this copyBased on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy

should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.

LOGO DEVELOPMENTLOGO CREATION

This photo was the inspiration for the shape of the head in the logo.

Creating the BrandmarkOnce initial research proved that the logo was to be abstract, the creative process moved to redesigning the Flamingo Gardens logo. Careful consideration of the company’s history was made to ensure that the redesign did not completely stray from its original version. This was done to make sure that people already familiar with Flamingo Gardens could relate to the new logo.

The creative process - from sketch to completion:

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This logo will lead the new design for the rebranding project for Flamingo Gardens. The abstract style will give a clean, updated look and feel for the company, and its simple design will appeal to the target audience of children and families. The logo combines both a

flamingo and a leaf in their simplest forms to represent “Flamingo Gardens”. This way, the brandmark can stand with or without the logotype. Part of the strategy is to use the brandmark without the logotype for future branding uses such as new products and signage.

LOGO DEVELOPMENTTHE NEW LOGO

A logo must stand on its own in black

and white first before color is added.

Logo Breakdown

FLAMINGOGARDENS

24

FLAMINGOGARDENS

LEAFrepresents “Gardens”

BODY represents “Flamingo”

research was done to determine if children could recognize abstract art; which proved true.

MULTIMEDIA FRIENDLYits simple shape resizes well, is cost effective to print, and can easily be applied to products, print, web, and mobile applications.

CLASSIC FONTGill Sans is a versatile font that will still look sleek and modern for years to come.

OPTIONAL LOGOTYPE created with the future in mind, the logo shape can be eventu-ally used on its own, since both shapes represent the words “Flamingo Gardens”

SIMPLE, ABSTRACT SHAPE

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STYLEGUIDE

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STYLEGUIDE

Above: Woman at Flamingo Gardens, circa 1950’s. Top right: Wray family photos.

About Flamingo GardensFlamingo Gardens is a 60 acre wildlife sanctuary and botanical reserve in Davie, Florida. It began as a home that was built in the 1930’s by the Wrays, a business couple who used the property for entertaining and relaxation. They were an influential couple in the area who had ties to President Eisenhower and other local business individuals and civic groups. The home was later turned into an Everglades museum.

Rescue and preservationFlamingo Gardens rescues injured animals who can no longer survive on their own in the wild. When the animals breed, their offspring is released back into the wild. They are given a permenant home in the gardens and receive food and care by staff and volunteers. Wildlife adoption is available to customers to help the company pay for animal care costs.

The BrandThe Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors. The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors. The Flamingo Gardens brand stays true to its historical roots, but with a fresh modern look. The updated brand puts the Flamingo Gardens experience at the forefront, giving the audience a front seat and pull them in with larger than life imagery and bright inviting colors.

BRAND DESCRIPTION

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COLOR PALETTE

The following color palette was chosen to evoke emotions in the target audience and also depict colors naturally found in the everglades environment. The warm palette triggers energy and revival in adults, vibrant playfulness in children and fresh youthful happiness in teenagers.

Why these colors?

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CMYK

0, 58, 87, 0

0, 32, 69, 0

1, 0, 44, 0

39, 0, 84, 0

66, 0, 49, 0

19, 91, 100, 0

42, 64, 98, 40

RGB

251, 134, 54

255, 183, 98

255, 245, 163

166, 220, 87

56, 200, 162

187, 57, 38

107, 71, 28

HEX

fb8636

fb7762

ff5a3

abdc57

38cba2

bb3926

6b471c

PANTONE

1575 c

1365 c

601 c

374 c

3385 c

180 c

1405 c


VOICE & TONE

VoiceBased on the headline, “When was the last time YOU took a field trip?”, the voice should be slightly humorous and thoughtful, intuitive and playful. Since the target audience is children and families, the copy should appeal to kids and the ‘kid at heart’ in adults. The voice should also sound like a friend is talking to them, someone familiar showing them around Flamingo Gardens. Almost a hand-holding type of voice should be heard when reading the type.

Copy & MusicThe body copy and music alike should make the audience go to an unlimited and magical place of wonder. When you visit Flamingo Gardens, you get a sensory overload of beautiful tropical scenery and animals. The copy and music should only enhance the

emotion of the target audience, helping them to get the sense of “being in another world.”

ToneThe tone should be childlike, talking to the child at heart in the audience, whether young or old. “Wanna see how otters play tag?” “Look at the huge crocodile!” “Follow me to see the bird show!” are just a few examples of the tone that should be used for advertisements and signage around the park itself. Using a consistent tone like this will help shape the brand of Flamingo Gardens and tap into the emotions of the audience.

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FONTS

Flamingo Gardens fonts were chosen to establish the rebranding campaign by providing stability, playfulness, and durability to last well into the future.

Visual Voices

HeadlineFilmotype LaSalle

Sub headersGill Sans Bold Italic

Body copyGill Sans Regular

Headers / NavigationGill Sans Light

This font was chosen for its playfulness and attention-grabbing design. The tone of this font is “Hey, look over here!”, like a friend waving for you to hurry over and take a look.

Gill Sans is a versatile font and ‘Bold Italic’ brings attention to the paragraph heading without distracting the reader from scanning the body copy.

The logotype uses this classic font, which was chosen to give a strong and lasting impression for this historical company. The font is used throughout the campaign for brand unity.

The curve and weight of this font resembles a flamingo, and also has an air of curious sophistication. It also does not compete with imagery or other fonts used in the campaign.

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APPROVED IMAGERY

WildlifeImages of wildlife should be close enough to distinguish what type of animal it is, and most of its body should be shown. Colors of the animal and its background should clearly contrast, not blending together.

TexturesFor advertisements and other print collateral, textured backgrounds are another option besides a more busy photograph. The photo of dirt to the left leaves ample space to the left of the leaves for copy placment. The vector sample has a light colored background of tiled leaves which is also acceptable.

Human ElementWhen images of people are used, opt for waist-up shots where they are smiling in front of a natural outdoor setting with foilage similar to what a visitor

could see at Flamingo Gardens. Use single-person shots moderately and more of groups of friends and/or groups of families having fun together outdoors.

NatureUse shots close enough for the viewer to see the intricacies and details of the beauty of the plants shown. There should also be space for copy in the top third of the photo. In this image of palm leaves, a large heading can be placed in the sky area on the top left corner of the page.

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LOGO SPECIFICATIONS

The Flamingo Gardens logo has four approved versions. They should be reproduced according

The updated logo

ALTERNATE LOGO VERSIONS

FLAMINGOGARDENS

Regular

FLAMINGOGARDENS

Boxed

FLAMINGOGARDENS

Reversed

FLAMINGOGARDENS

Black & White

Whenever possible, the “regular” version should be used against a white background.

The “boxed” version is provided for use against any other background to ensure that the logo remains readable.

The “reversed version of the logo may be used against black, or PMS 369.

The “black and white” version is to be used in one color print jobs.

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Breathing roomTo give the logo the greatest possible visual impact, it is important to always allow for the minimum amount of clear space around the logo. Avoid positioning text, photos, or other elements within the clear space zone.

LOGO SPECIFICATIONSCLEAR SPACE

Clear space must be twice the height of the

“o” in the logotype

FLAMINGOGARDENS

OO

OO

OO OO

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LOGO SPECIFICATIONSBACKGROUND USAGE

White SpaceMake sure that images chosen have “whitespace” for the page heading and subhead. In the picture above and throughout this book, notice the ample room in the top left or right corner for heading placement.

HEADING HERE Subheading

IMAGEwhitespacearea

MORE EXAMPLES

Copy and texture balanceWhen using textured backgrounds like the picture above, make sure that the background does not compete with the copy, preferably with a simple soft pattern.

Here is some text is here text here is some advertising text here

Headline

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TEX TURED

MORE EXAMPLES

LOGO SPECIFICATIONSINCORRECT USAGE

FLAMINGOGARDENS

FLAMINGOGARDENS

Against dark

Distorted

Consistency across media types Choose the correct version for your project from the files provided. Do not change the colors, fonts, or proportions of the logo. Use only approved color backgrounds with the appropriate version of the logo.

FLAMINGOGARDENS

Too small

FLAMINGOGARDENS

Too small

How to use the logo Consistency is key. Against colored backgrounds, always use the reversed version, unless the background color is very light, such as very light yellow or blue. Make sure to adhere to the minimum size for optimum readibility.

Reversed against dark color back-

ground

Against light col-ored background

Correctly scaled Correctly scaled

FLAMINGOGARDENS

FLAMINGOGARDENS

FLAMINGOGARDENS

FLAMINGOGARDENS

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CORRECT USAGE

ONLINEMEDIUM-SPECIFIC

regular 200px

FLAMINGOGARDENS

regular 100px

FLAMINGOGARDENS

boxed 100px

FLAMINGOGARDENS

boxed 200px

FLAMINGOGARDENS

Logo versions for Web Versions of the Flamingo Gardens logo have been provided in the .GIF, .JPG, and .PNG file formats for online usage. These versions are available in a large and small size. To avoid readability problems, do not use the logo online at any size other than the two provided. Theh ideal background color for the logo is white, but a “boxed” version has also been provided in two sizes for use against backgrounds other than white.

ONLINE

PRINT

Logo print specificationsTo reproduce the logo, use only pdf or eps files to ensure that the correct colors are used and so that the correct scaling is not compromised. If using the logo for letterheads, position on the top right of the page only, and no larger than 1 inch in height may be used. Business cards and all printed materials should follow the design guidelines stated in the logo specifications section.

FLAMINGOGARDENS

FLAMINGOGARDENS

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PRINT

MEDIUM-SPECIFIC

Increase perception of valueAll signage should follow the guidelines set in the fonts section to ensure that branding is unified and can be trusted by the audience. There should be one design style consistent on the following, and all similar signage throughout the park location including:

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• Roadside park entrance sign• Attraction signs• Directional signs throughout the park• Informational signs• Parking lot signs• Cafe signs• Accessibility signs

SIGNAGE

515354555657

Signage Brochure Web AdsPromotional Items Motion GraphicsWebsite

FINALDESIGNS

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FINAL DESIGNSSIGNAGE

Park Front mounted entrance signage FLAMINGO ROAD

(in front of Flamingo Gardens)

PRINT

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Attraction sign

OPPOSITE: Flamingo Gardens is located in front of a street named Flamingo Road. The current signage is hardly noticeable when driving past in a car. The updated signage below uses bright colors to attract the eye of a driver or passenger in a car.

THIS PAGE: All signage should follow a similar style to the mounted entrance sign for consistency. The same font and design elements should be used such as the flower. There is flexibility with additional designs, such as the water which represents the “pond”. Related animals may also be added.

BROCHURE

INSIDE FRONT

Paradise... That’s how you’ll feel when you walk through the entrance of Flamingo Gardens. So come on in and see what you’re missing! You’ll learn a lot about the everglades, connect with family and friends, and get some fresh tropical air.

What you’ll see:

• Flamingos• Otters• Florida Panther• Owls• Eagles• Free flying bird aviary• Guided tours• Tram rides• Beautiful flowers and plants• Much much more!

We can’t wait to see you.

Directions

$2.00 OFFadmissionwith this coupon*unlimited guests!

3750 S Flamingo Road, Davie, Florida 33330-1614• Take I-95 North or South to I-595 • I-595 West to Flamingo Road (Exit #1B)• Flamingo Road South 2 miles

You could be here

right now.

FLAMINGOGARDENS

FLAMINGOGARDENS

SEE WHAT YOU’RE MISSING...

FINAL DESIGNSWEB ADS

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SKYSCRAPER120X90

FULL BANNER 468X60

VERTICAL120X240

SQUARE250X250

BUTTON 1120X90

VIEW MOREVIEW MORE

VIEW MORE

SEE

WH

AT Y

OU

’RE

MIS

SIN

G...

SEE

WH

AT Y

OU

’RE

MIS

SIN

G...

SEE

WH

AT Y

OU

’RE

MIS

SIN

G...

FLAMINGOGARDENS

FLAMINGOGARDENS

FLAMINGOGARDENS

FLAMINGOGARDENS

FLAMINGOGARDENS

SEE WHAT YOU’RE MISSING...V

IEW

MO

RE

SEE WHAT YOU’RE MISSING...

MORE

PROMOTIONAL ITEMS

FINAL DESIGNS

FLAMINGOGARDENS

Botanical Garden and Wildlife Sanctuary3750 South Flamingo RoadDavie, FL 33330

FLAM

ING

O G

AR

DEN

SD

AV

IE, FLOR

IDA

MAGNET

PEN

Reminders to visitSome text here about promo items.

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MOTION GRAPHICS

Intro - some text here about this frame.




1024 px

30 px

logo

rotating banner

call-to-action buttons

Website FeaturesThe website should follow the guidelines set in the fonts section to ensure that branding is unified and can be trusted by the audience. The website should follow the guidelines set in the fonts section to ensure that branding is unified and can be trusted by the audience.

FINAL DESIGNSWEBSITE

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ADDITIONAL WEBPAGE EXAMPLES

rotating banner

call-to-action buttons

Documents

Week 3 Project