• by Fern Siegel , July 24, 2024

The 90-year-old Brookfield Zoo has rebranded with a new name and visual identity.

The creative cross-platform campaign from Two by Four runs on video, digital, social, radio and out-of-home.

"As we approach our centennial anniversary, our rebrand to Brookfield Zoo Chicago reflects our pride in our city and our renewed dedication to wildlife conservation and education," said Dr. Michael Adkesson, president-CEO, Brookfield Zoo Chicago.

Key to the rebrand push is a new logo. Two lion statues pay tribute to the guardians at the zoo's entrance. One looks back to honor the past, one looks toward the future.

Adam Von Ohlen, EVP/Chief Creative Director at Two by Four, said: "Our campaign celebrates the magic of Brookfield Zoo Chicago, where visitors can connect with wildlife in meaningful ways while enjoying unforgettable experiences with loved ones."

In June, the facility welcomed several new animals: emus, a female sloth bear and a puggle, a baby short-beaked echidna.

Its next-century plan includes reshaping 100 acres with dynamic animal habitats, updated facilities and elevated standards of animal care. According to Brookfield, investment is expected to reach $500 million.

Jessica Romaniuk, president, Chicago, Two by Four, told Agency Daily: "We were so lucky to work with Brookfield Zoo Chicago on its new rebrand and associated ad campaign. Its commitment to conservation is admirable, and it's been exciting to contribute to its next-century plan.

Two by Four's client work also include Koops' Mustard, Van Andel and Wrangler.