Tracy Aviary

Located in the heart of Salt Lake City, residing within Liberty Park, is a gem of the Wasatch Front that remains fairly hidden locally. Opening in 1938, The Tracy Aviary is the oldest, largest, and one of only two free standing aviaries in the United States (and the largest AZA accredited in the World). But despite its stature and history the aviary doesn’t have the regional cache and top of mind awareness that the zoo or aquarium does. With expansion plans for a second location nature center on the Jordan River and an increased emphasis on conservation, we helped take the opportunity to reorient their brand, refresh their creative, and undertake new marketing initiatives. The new brand story was centered on the two most important elements of the Aviary; the birds and the nature they live within (the Liberty Park location is a botanical garden). Utilizing a visual language that pairs our story’s hero, birds, with an immersive nature pattern and slanted typography that gives the creative a dynamic motion, we are helping the Tracy Aviary grow attendance and membership while creating a modern brand experience.