Zoo Knoxville had recently undergone a new branding campaign and came to Gecko Group to create a new site wide wayfinding system that embraced the updated brand look and feel. After a site analysis we determined the layout of the Zoo was divided into two distinct zones after the entry plaza. By naming, color coding, and creating a new map with key zone features, we were better able to direct visitors and communicate all the many exhibits and experiences the Zoo has to offer.

The new signage program is scalable pending the needs of the many different locations. A series of wayfinding towers were designed to accommodate 1, 2, 3, or 4 directional panels. The original design included a wood base for the towers but given concerns over maintenance and longevity we were able to use a powder coated metal product with a wood grain finish. Zoo Knoxville is a family friendly destination catering to younger audiences. This inspired the design approach to illustrating icons and arrow design. Using rounded shapes, playful icon characters, and bold colors we were able to capture the essence of the new brand and create a sense of place.