Aquarium of the Bay
A field guide to the Bay.
A distinctive natural-history identity that elevated the aquarium above typical attraction branding and made its native species feel like a living, collectible catalogue.
When I was leading the creative for the San Francisco office of MRM/McCann, I wanted to find local opportunities outside our existing clients the creative department might enjoy working on that could truly benefit those organizations.
Natural-history identity
The Aquarium of the Bay fit that bill. In our mind, it was a somewhat neglected tourist attraction that was actually a really cool experience hiding in plain sight, so we figured if we could help share their story a little better with the world, maybe more people would come visit.
Holiday campaign
The work we created won awards and, more important, helped them generate better awareness which in turn helped improve their attendance.