Roar of the Wild
Integrated Advertising Campaign for the Pittsburgh Zoo
Overview:
Roar of the Wild is a bold, multi-platform advertising campaign developed for the Pittsburgh Zoo to spotlight some of its most iconic residents—lions, tigers, and bears. The goal of the campaign is to spark renewed interest in these powerful animals while encouraging younger generations to engage with conservation efforts. This was my first major graphic design assignment, and it became a pivotal project in the growth of my skills in typography, illustration, and branding.
Roar of the Wild is a bold, multi-platform advertising campaign developed for the Pittsburgh Zoo to spotlight some of its most iconic residents—lions, tigers, and bears. The goal of the campaign is to spark renewed interest in these powerful animals while encouraging younger generations to engage with conservation efforts. This was my first major graphic design assignment, and it became a pivotal project in the growth of my skills in typography, illustration, and branding.
Design Concept & Visual Language:
The campaign’s visuals were created using geometric shapes to construct stylized representations of the animals. Inspired by nature, the color palette pulls directly from the natural tones of each featured species—earthy browns, warm golds, soft grays, and deep blacks. Typography plays a central role: the headline type is rough, loud, and dynamically scaled to mimic the feeling of an actual roar—giving the campaign an expressive, tactile energy.
The campaign’s visuals were created using geometric shapes to construct stylized representations of the animals. Inspired by nature, the color palette pulls directly from the natural tones of each featured species—earthy browns, warm golds, soft grays, and deep blacks. Typography plays a central role: the headline type is rough, loud, and dynamically scaled to mimic the feeling of an actual roar—giving the campaign an expressive, tactile energy.
Media & Applications:
Roar of the Wild includes a wide range of deliverables, such as branded shirts, admission tickets, posters, billboards, and digital experiences. A custom app was also developed to increase engagement among younger users (ages 9–15), while the broader campaign targets passionate young adults and animal activists between the ages of 16–29.
Roar of the Wild includes a wide range of deliverables, such as branded shirts, admission tickets, posters, billboards, and digital experiences. A custom app was also developed to increase engagement among younger users (ages 9–15), while the broader campaign targets passionate young adults and animal activists between the ages of 16–29.
App Features:
The companion app offers interactive features for families and younger audiences. Users can donate to the zoo by purchasing digital coins, “care” for their chosen animal, and even claim honorary ownership. Each user can track the real-time health and activity of their selected animal, deepening the connection between zoo visitors and wildlife conservation efforts.
The companion app offers interactive features for families and younger audiences. Users can donate to the zoo by purchasing digital coins, “care” for their chosen animal, and even claim honorary ownership. Each user can track the real-time health and activity of their selected animal, deepening the connection between zoo visitors and wildlife conservation efforts.
Result:
This campaign was fully reimagined from its original concept, keeping the core idea but rebuilding the visuals and typography from the ground up. All photography used throughout the campaign features original photos taken on-site at the zoo. Roar of the Wild represents not only a creative awareness initiative for wildlife but also a significant milestone in my journey as a designer.
This campaign was fully reimagined from its original concept, keeping the core idea but rebuilding the visuals and typography from the ground up. All photography used throughout the campaign features original photos taken on-site at the zoo. Roar of the Wild represents not only a creative awareness initiative for wildlife but also a significant milestone in my journey as a designer.
