Portfolio

P O R T F O L I O

CASE STUDIES

CALGARY ZOO

ZOOLIGHTS REBRAND

In mid-2018, the Calgary Zoo approached me about overhauling their well-known ZOOLIGHTS brand. While the team loved some of the tag lines and photography from past creative, they were looking for a refreshed logo and a new artistic direction.

The Calgary Zoo brand exists in people’s hearts and minds – from an on-park memory that will last a lifetime to the experience of a villager in Ghana touched by one of their conservation programs.

Inspired by the glow of the Aurora Borealis, the ZOOLIGHTS brand draws from the strength of the zoo's existing creative and is brought to life through the presentation of a consistent visual identity, message and tone.

Known as Calgary’s favourite holiday tradition, visitors come to ZOOLIGHTS year after year totake part in the festivities. As a nod to loyal members and visitors, the “O’s” in the word “ZOO” come together to create an infinity symbol. The Calgary Zoo aspires to create lasting memories for all ZOOLIGHTS visitors.

This project was one of the most challenging I have ever undertaken, and is without doubt the one I am most proud of.

Previous ZOOLIGHTS Logo

Updated ZOOLIGHTS logo

Brand Guidelines

Digital Display Advertisements

Billboard Advertisement

Magazine Advertisement

C-Train Interior Advertisement

PANDA PASSAGE

Photo by Brodie Geiger

Calgarians welcomed the giant pandas for a five-year stay at the Calgary Zoo in spring of 2018. After years of anticipation, Panda Passage opened to the public on May 7th; a 1,950 square metre lush habitat – with indoor and outdoor areas, waterfalls, and LOTS of bamboo. Cheeky Canvas was thrilled to provide creative design services and is proud to have been a small part of Calgary history.

Discovery Trail Flags

Zoo Tunnel Signage

Guests can visit the bears and learn the history of giant pandas from interpretive signage and digital screens. On-site pageantry included flags in Alberta Plaza, banners along Discovery Trail, scaled bamboo decals at the main entry, bunting banners throughout Kitamba Cafe and outdoor Panda Market, fabric cart wraps, umbrellas, donor recognition signage and much more.

Avenue Magazine Full Page Ad

YYC - Calgary International Airport Digital Screens

Billboard along Highway 1 Eastbound - from Canmore/Banff

From billboards along the Trans Canada Highway, various co-marketing initiatives, Calgary transit advertisements, print and digital displays around the city, magazine ads in local publications, not to mention social media contests, marketing for Panda Passage ran the gamut. The goal was to boost attendance by creating a buzz while presenting a cohesive voice and recognizable brand. The marketing was unmissable - if you were in Calgary in the spring of 2018, you KNEW the pandas were in town!

Display Ads

Brand Ambassador Business Card

By the end of the year, over 1.4 million people visited the Calgary Zoo, breaking the previous attendance record set in 2012. The Zoo credited Panda Passage habitat for the surge; the opening month set a torrid pace, with 190,067 visitors, smashing the previous monthly visitation record.

16' Flags - Alberta Plaza (Main Entrance)

Visitor Education - Interpretive Signage

Visitor Education - Fabric Cart Wrap

Bunting Banners - Kitamba Cafe

ZOOLIGHTS ON-PARK SIGNAGE + ACTIVITIES PACKAGE

Coming Soon!

DEVIL'S HEAD COFFEE

WEBSITE

In early 2017, Chris and Tanis Meginbir, avid members of the Calgary climbing community, approached me about designing a website for their up-and-coming coffee roasterie, Devil's Head Coffee. An artisanal coffee roaster based out of Calgary, AB, DHC set out to share their passion for coffee with everyone. They believe in providing a quality coffee while educating their customers about ethically sourced coffee beans. Each coffee growing family farm, cooperative and region has almost unlimited nuance affecting the end result.

DHC hopes to inspire others to go after their dreams and create a community of like-minded individuals. Operating solely out of farmer's markets at the time, the goal of their website was to create a benchmark for their brand; showcase DHC's unique products, create an online subscription ordering service, and expand brand reach in a way that reflects their values and builds a sense of community. With only a logo as a jumping off point, Cheeky Canvas created the design style, page layouts and website wireframes. Then, with the help of a local web developer, the site was brought to life.

Three years later, Devil's Head Coffee operates out of its own storefront, caters corporate and private events, participates in markets, offers wholesale options, and is served in a variety of local cafes and retailers.

DHC Shop Page Concept Design

Packaging

As a small, locally owned business, DHC operates as sustainably as possible. This means doing a lot of their printing in-house to not only decrease their carbon footprint, but also to operate as cost-effectively as possible. Devil's Head Coffee roasts a variety of coffee beans from various regions across the globe. Their labels' colour coding system categorizes roasts by region, but as suppliers/growers are constantly changing, (not to mention they love to partner with other local businesses to create limited edition roasts), DHC needed the ability to edit their labels in-house.

Original label

Editable PDF

We came up with an on-brand solution that minimized the amount of ink needed during the printing process, while creating editable PDF label templates that can be easily updated as needed. Having the ability to make the updates in house not only decreased their production costs, but also saved time and materials.

New labels

Promotional Signage + print marketing

Coming Soon!