Harrison Carloss Roars Into Action with West Midlands Safari Rebrand

A strategic marketing agency has been appointed to launch a rebrand for West Midlands Safari Park.

Harrison Carloss won the brief to undertake the branding project following a competitive pitch process.

After celebrating its 50^thyear in 2023, the project is part of a wider move to modernise and redefine the West Midlands Safari Park brand. With the recent addition of the luxury Safari Lodges, there are exciting plans to continue to develop the park and offer visitors a memorable experience that will last a lifetime.

The rebrand project includes a breadth of work, including workshops, customer research, concept development, brand guidelines and application. Included in the new brand identity is ‘Gerald’, born from one of the park’s most recognisable animals, the giraffe.

Harrison Carloss have created the brand using a playful font, recognisable icon and an earthy palette, to give the brand a real sense of adventure and fun that guests would expect to experience at West Midlands Safari Park.

Head of Marketing at the park, Rochelle Zare, said: “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.

“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.”

West Midlands Safari Park officially announced the rebrand last week, with the brand rollout planned over the coming weeks.

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
Adam Mobley

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

“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.

“West Midlands Safari Park is a truly fantastic and totally unique visitor attraction and it’s a genuine thrill for all of us to have the opportunity to enhance the brand’s reputation.”

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