Sea World
Over the course of 2 years we worked with SeaWorld Parks and Entertainment (SEA) and its collection of parks to evolve their brands, find their true north, and then propel them with passion, precision, and momentum. From brand identity work, guidelines, toolkits, TV, print, social media, and thousands of banner ads we delivered an immensely impactful amount of work. As the key creative contributor to winning the national account, I was tasked with hiring and overseeing a team of 10 creatives from designers, writers and editors across several offices to support the $10M scope of work.
REAL FEELS AMAZING
CAMPAIGN
DESIGN
When you step into SeaWorld, you step into a world where magic happens before your eyes. Before your kid’s eyes. Before your entire family’s eyes together – only their magic isn’t make-believe. For our campaign, we sought to tell the story of what happens when two incredibly different sets of creatures from two incredibly different worlds come together - in the one world that’s been created just for this very purpose. We showed all of the wonderful experiences a world inspired by the sea could inspire in our visitors. And more importantly, why even one trip could inspire not just lifelong memories, but a lifelong love of the sea - and a desire to return on a regular basis.
BRAND
GUIDELINES
During our time serving the account, we developed robust visual guidelines and toolkits to be leveraged for both internal teams and external vendors. To support the brand’s endless push of conversion-driven paid media, a tight grid system and a variety of templates were developed to maintain consistent executions across all formats.
ROLLERCOASTER
BRANDING
Named after the icy Arctic summits, Ice Breaker features four airtime-filled launches, both backward and forwards, culminating in a reverse launch into the steepest beyond vertical drop in Florida - a 93-foot-tall spike with a 100-degree angle. The thrills continue as riders fly over a near-vertical tophat maneuver into a series of exciting twists, turns, and airtime hills. To support the launch of the coaster we developed a brand identity including logo design, guidelines, and 3D previsualizations. Once the coaster was up and running, we followed suit with a short TV commercial that ran locally in Orlando.
SEASONAL CAMPAIGNS
Spooktacular and Howl-O-Scream is SeaWorld theme parks halloween celebration. Our job was to create awareness for Howl-O-Scream and position it as the standout event for young adults looking for fun and frights. Spooktacular was the kids version that we wanted to create to be welcoming and fun. The final result was OOH boards, banners and style guide for the internal team.
Discovery Cove is a theme park owned and operated by SeaWorld Parks & Entertainment, and located in Orlando, Florida. It is the sister park of SeaWorld Orlando and Aquatica Orlando. To support the sister park we refreshed their overall visual identity and marketing communications across owned and paid media.
SISTER PARKS
