Giraffes inspire Harrison Carloss’ West Midlands Safari Park rebrand – Prolific North

Harrison Carloss has completed the rebrand of West Midlands Safari Park.

The attraction, which marked its 50th anniversary last year, is also undergoing a modernisation process with the addition of safari lodges.

It appointed the Stoke and Manchester-based marketing agency following a competitive pitch process.

“It was an incredible opportunity for the team at Harrison Carloss to get their teeth into rebranding such an iconic UK attraction,” said Adam Mobley, Managing Director at Harrison Carloss.

“Preserving the recognition earned by the brand over its 50-year history was paramount. The team worked incredibly hard to retain and enhance the current brand identity throughout the process by creating a more modern and approachable brand; leaning into the fact that West Midlands Safari Park offers an unrivalled experience to get up close and personal with the animals. The final brand is underpinned by the findings from the strategy workshops and customer research, to help more accurately reflect the memorable experiences that guests experience when visiting the park.”

Included in the creative is ‘Gerald’ inspired by the park’s most recognisable animals, the giraffe. The agency also employed a “playful” font, recognisable icon and an earthy palette, to give the brand a real sense of adventure and fun.

“We have grown so much as a business, especially in the last four years, so we felt that we needed a new logo and brand identity, that can grow with us into the future,” explained Head of Marketing at the park, Rochelle Zare.

“After thorough research, in which we invited feedback from various stakeholders, guests and prospective customers, we gained valuable insight into why people love our brand and why guests want to visit. This proved that we have one of the best, immersive animal experiences in the country, so we wanted our new brand identity to reflect that, hence the addition of a giraffe icon. We hope all of our guests love it as much as we do.”