Client
The Maryland Zoo

Agency
Mission Media

Director
Todd Harvey

Role
Design Director

The Maryland Zoo had recently become home to the largest African Penguin population in the eastern U.S. To celebrate this news, they challenged us to develop a design system that would amplify the newly-rennovated space as well as segue into a location-wide rebrand.

Our first milestone was to settle on a typeface and photography style that would champion the ambassador penguin—Winnie—in an intimate way. We felt that by silhouetting her headshot on exciting gradients with stupidly loud typography would be the most fun and engaging way to celebrate her arrival. The design system was then extended to larger areas of the park and nearby areas of Baltimore city.