Brecon Zoo.

A brand transformation concept for Brecon Zoo, exploring how a regional wildlife park could evolve into an iconic, international destination. The strategic vision explores how a joyful, character-driven ecosystem can build a distinctive brand while connecting conservation, curiosity, and play.

Scope

Visual Identity Concept

Project

Brecon Zoo

Duration

7 months

Credit

Concept, Art Direction

Challenge & Strategy

An inclusive brand that sparks wonder and connection across generations.

The zoo’s former identity lacked visual and emotional distinctiveness. Modern zoological branding is often too conventional to engage younger, digitally native audiences. This concept explores how a contemporary wildlife park can build a brand system as iconic as a theme park, yet deeply rooted in conservation.

The concept outlines a brand transformation framework for a regional wildlife park, aiming to engage modern audiences through a joyful, iconic ecosystem. The strategy balances vibrant visual engagement with authoritative conservation education to increase international market presence.

My role: Independently led the concept end-to-end — from strategic research and ideation to defining the creative direction and developing assets across channels.

Concept & Identity System

The seed of life. One core, endless variety.

The key element is the seed — a recurring shape symbolising life, growth, and connection, like a living cell. It shapes icons and layouts as a core building element. The result is a visual identity that feels thoughtful and playful — illustrative, kid-driven, and consistent shaping a modular, character-based system of simple geometric fauna and flora icons, inspired by Japanese minimalism and animated storytelling. The concept is built around basic colours, simple shapes and the Seed of Life. Reduction eliminates visual clutter while retaining a quirky, playful character, all unified by a clear container grid.

Output & Results

The new concept supports conservation and inspires greater awareness of nature among younger generations.

The resulting modular design system was built specifically to enable internal teams to adapt and scale assets autonomously. By leveraging high-impact, shareable visuals and clear story hooks tailored for media, families, and international tourists, the system serves as a scalable blueprint designed to optimize visitor engagement and elevate global brand presence.