Case Study: Expedition Africa
Partner: Oklahoma City Zoo & Botanical Garden
Roles: Project Creative Director, Creative Services Manager
Summary:
Preparation for the opening of Expedition Africa was a multi-year creative initiative supporting the development, promotion, and guest experience of a 12-acre immersive habitat expansion. The project included construction-phase guest communication, permanent interpretive and wayfinding signage, and a multimedia launch campaign designed to build excitement and drive attendance.
Key Contributions
Creative Direction & Graphic Design
Wayfinding Strategy & Implementation
Cross-Team Collaboration
Copywriting & Video Storytelling
Vendor & Budget Management
Print Production & Installation Expertise
Objective
The habitat expansion occupied nearly one-third of the Zoo's central footprint during construction, presenting both guest communication and foot traffic challenges.
Approach
To guide visitors through the evolving path detours, I worked with the guest experience, conservation, and construction teams to develop over 100 large-format vinyl fence wraps. The banners featured species coming to the new habitat and provided both directional cues and kid-friendly facts, turning unfinished areas into educational touch-points rather than visual disruptions.
Objective
The habitat needed a cohesive interpretive system that connected guests to the species, emphasized conservation impact, and supported intuitive navigation across 12 acres.
Approach
As construction progressed, I led the copywriting, visual design, and production of a comprehensive signage package, often adapting as blueprints changed or challenges arose. The final plan included 86 animal IDs, 43 interpretive panels, donor recognition elements, and custom wayfinding installations. All of this was developed through constant communication with the animal care, education, and facilities teams. Materials and fabrication methods were selected to ensure durability, guest safety, and consistent branding across the entire experience.
Objective
As the grand opening neared, we needed a compelling launch campaign to drive attendance and generate local media coverage.
Approach
The pressure was on to create a stunning narrative that would rise to the level of such a high profile, long-awaited opening. I scripted, pitched, coordinated, and directed the video campaign with cinematic ambitions and budget creativity. Working with videographer Travis Tindell, I oversaw casting, shot planning, and narrative tone. The campaign included broadcast, digital, and onsite placements tailored to marketing goals and audience demographics. (I loved everything about this project. This is my bread and butter!)
Outcome
Expedition Africa remains a flagship experience, offering evocative storytelling, intuitive navigation, and interactive signage. The launch campaign drove attendance, reinforced conservation messaging, and showcased the Zoo’s investment in immersive wildlife experiences.