Tracy Aviary got a great new website, grounds map, and some marketing collateral with new branding that people loved. I wanted to bring the brand into the real world, and do it with a little bit of word play.

This would promote Tracy Aviary by word of mouth, appeal to a new generation that had previously not been marketed to, and also generate revenue in the on-site gift shop.

The creative agency I worked with for the brand refresh gave us lots of great vector graphics modeled after the actual individual birds residing at Tracy Aviary. The cheeky slogan practically wrote itself, and — in accordance with the new branding guidelines including fonts and colors — I created stickers, t-shirts, and hoodies for sale in the gift shop.

The campaign was rolled out first to an exclusive audience during Member Appreciation Week: A new concept to add value to membership with Tracy Aviary.

The designs were a huge success and well-received by all age groups (including those assumedly too young to get the pun); staff even requested additional clothing runs for themselves.

These designs were further used in online and e-blast advertising for Member Appreciation Week, which helped increase attendance that week by 230% over the previous year and boosted membership sales by over 500% during that week alone.