Marketing and Promotional Materials for Helsinki Zoo Business Services : Producing a Sub-brand from an Established Corporate Identity
Ranta, Julia (2015)
Kymenlaakson ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201505045939
https://urn.fi/URN:NBN:fi:amk-201505045939
Tiivistelmä
Helsinki Zoo (Korkeasaaren eläintarha) is known for its location on an island and for being one
of the oldest zoos in the world, having been established in 1889. The public can visit Helsinki
Zoo all year round and besides normal zoo entrances and educational programmes run for
schools, the zoo offers services for business clients, such as conference room facilities, various
programmes about the zoo’s work and animals, and cafeteria services.
The objective of this thesis was to create sub-branded advertising material targeted at business
clients that conformed to and complemented the existing brand identity of the zoo. The aim
was to visually highlight the business possibilities of the client’s offered services in a distinctive,
but recognizable way. The practical part of this thesis consists of a digital brochure about
available business service options at Helsinki Zoo and supporting materials such as a poster
and leaflet. These were designed to support the consistency of the Zoo’s brand image and
provide an effective way of marketing these services.
The key questions considered in this thesis work are; How to create something new and
visually distinctive when following existing visual identity guidelines? How to separate business
service options from those available to the general public? How to stand out from competitors
offering similar services? This thesis also explains different methods to be used while
designing visually appealing and informative advertising material and the importance of
knowing basic graphic design theories in order to create something new. The aim is to examine
what should be taken into consideration when creating requested materials for a client.
Methods and techniques studied and employed during this thesis were; benchmarking
analysis, case study; action research and product profile analysis, semiotics, target group
analysis, and futurology.
of the oldest zoos in the world, having been established in 1889. The public can visit Helsinki
Zoo all year round and besides normal zoo entrances and educational programmes run for
schools, the zoo offers services for business clients, such as conference room facilities, various
programmes about the zoo’s work and animals, and cafeteria services.
The objective of this thesis was to create sub-branded advertising material targeted at business
clients that conformed to and complemented the existing brand identity of the zoo. The aim
was to visually highlight the business possibilities of the client’s offered services in a distinctive,
but recognizable way. The practical part of this thesis consists of a digital brochure about
available business service options at Helsinki Zoo and supporting materials such as a poster
and leaflet. These were designed to support the consistency of the Zoo’s brand image and
provide an effective way of marketing these services.
The key questions considered in this thesis work are; How to create something new and
visually distinctive when following existing visual identity guidelines? How to separate business
service options from those available to the general public? How to stand out from competitors
offering similar services? This thesis also explains different methods to be used while
designing visually appealing and informative advertising material and the importance of
knowing basic graphic design theories in order to create something new. The aim is to examine
what should be taken into consideration when creating requested materials for a client.
Methods and techniques studied and employed during this thesis were; benchmarking
analysis, case study; action research and product profile analysis, semiotics, target group
analysis, and futurology.