Brevard Zoo

Melbourne, FL

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One of the top zoos in the nation, Brevard Zoo is in the midst of an exciting era of growth. Part of that growth is a major initiative to develop a new aquarium facility and expand its zoological offerings. 

The Brevard team engaged IDEAS to help leadership understand the portfolio of brands. 

Our second task was to create a new charter, architecture and basis for activation that embraced Brevard Zoo’s legacy while providing a plan to expand its portfolio. The expansion would be broad:

  • Destinations
  • Conservation and education programming
  • Fundraising capabilities

First, we undertook a series of culture-mapping sessions to better understand the brand’s current state across key stakeholder categories. 

Our analysis included a competitive assessment to benchmark the zoo against the brand positioning of comparable zoological destinations and conservation programs. 

With these insights, we then employed our StoryJam™ workshop. 

We explored the Brevard Zoo brand system with staff, board members, volunteers, supporters and partners.

Core narratives illustrating how this new brand system functions gave us strategic and tactical guidance. Using that guidance, we could engage a broad range of audience archetypes representing key constituencies. 

The zoo’s Brand Experience Design Plan detailed vital parts of its expansion:

  • New brand architecture 
  • New brand system
  • New brand charter 
  • Nomenclature and logo design 
  • Key messaging by audience segment 
  • Revised brand standards manual 
  • Brand enculturation program 

With the enculturation program, stakeholders know how to live the brand daily as they help surprise and delight the growing Brevard Zoo community.

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