Houston Zoo
Coinciding with a 20-year master plan—which will reconfigure the campus into experiential zones that highlight wildlife and ecosystems found in Texas and around the world—the Houston Zoo approached us to help them create a visitor map experience, campus signage, and 55-acre wayfinding system.
We worked alongside our programmatic partner, Formation, to catalog the guest's experience through on-site walkthroughs, research, and user interviews. Using the data collected, we first illustrated a new map to improve visitor navigation throughout the Zoo’s lush, winding landscape.
We worked alongside our programmatic partner, Formation, to catalog the guest's experience through on-site walkthroughs, research, and user interviews. Using the data collected, we first illustrated a new map to improve visitor navigation throughout the Zoo’s lush, winding landscape.
Designed while on staff at Principle.
New amenity and animal iconography were created alongside axonometric renderings of iconic Houston Zoo landmarks. The animal icons were rendered as anatomically-accurate profiles to improve universal understanding amongst Houston Zoo’s diverse vistor base.
Alongside significant renovations of the Zoo’s front entry and plaza, a new Zoo-wide architectural aesthetic was established by the Zoo’s longtime architectural partner, Lake Flato.
We created a system of campus signage to integrate with this new aesthetic and establish visual and material standards for future renovations and architectural developments.
We created a system of campus signage to integrate with this new aesthetic and establish visual and material standards for future renovations and architectural developments.
As an extension of the campus signage program, we created an integrated signage and wayfinding system for the Zoo’s central eatery, Cypress Circle Café, including an entry sign, exterior and interior building signage, custom iconography, and modular menu boards to help operations stay up-to-date with seasonal menu offerings.
In our final phase of work, we were tasked with rethinking the Zoo’s 55-acre wayfinding system from the ground up.
After additional rounds of user research and walkthroughs, we discovered problematic areas for visitor navigation, commonly sought-after animals and amenities, and ways to improve the experience for non-English speaking guests.
Our findings resulted in a comprehensive wayfinding system guided by consistency, modularity, sustainability, accessibility, and integration.
After additional rounds of user research and walkthroughs, we discovered problematic areas for visitor navigation, commonly sought-after animals and amenities, and ways to improve the experience for non-English speaking guests.
Our findings resulted in a comprehensive wayfinding system guided by consistency, modularity, sustainability, accessibility, and integration.
A palette of nine vibrant hues and hero animals were assigned to each zone to encourage visitor’s zone recognition and retention.
We designed a custom arrow puck with an octagonal mounting attachment for keeping arrow directions consistent.
Over the past four years, the new map, signage, and wayfinding systems have been launched in a phased approach. Alongside praise received from the Houston Zoo team and executive staff, countless guests have commented on the ability to navigate the Zoo with greater ease, leading to more joyful guest experiences.
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