Helping visitors find their way. And a little more.
Bringing together practical wayfinding, colourful illustration and playful design to help visitors explore London and Whipsnade Zoos.
Client: ZSL
ZSL is an international conservation charity and the organisation behind London Zoo and Whipsnade Zoo. Both attractions welcome visitors of all ages, offering opportunities to discover wildlife, learn about conservation and enjoy memorable days out.
With so much to see and do across both zoos, the maps need to communicate a considerable amount of information while remaining clear, accessible and easy to follow. They also need to accommodate regular changes, from new animal habitats and visitor facilities to temporary closures and developments, without losing their visual consistency. For the printed maps, we wanted to go a step further. Rather than simply providing something visitors would use during their visit and potentially discard afterwards, could we create something that offered a little more?
Over the years, we’ve worked closely with ZSL to create and regularly update visitor maps and wayfinding materials for both London Zoo and Whipsnade Zoo. From large-format information boards to printed fold-out maps, the designs help visitors navigate the zoos, discover animal habitats and find facilities, attractions and experiences along the way. More recently, we introduced an additional creative element to the printed maps, transforming the reverse into an interactive origami activity. Visitors can cut out and fold their own Sumatran tiger or red panda to take home.
We developed a colourful, illustrated approach to wayfinding that brings each zoo to life while making important visitor information easy to find. Clear colour-coded areas, recognisable landmarks and engaging animal illustrations help visitors navigate the sites, with a consistent visual style carried across printed maps and information boards. The introduction of the origami activities adds another dimension. By turning the reverse of the maps into simple, hands-on animal crafts, we’ve created something fun for children and families to enjoy. It’s a small addition that makes the maps more than just a practical guide, giving visitors a creative reminder of their day at the zoo.
Emma Taylor, Head of Commercial Development, ZSL
“Design Chambers are a cherry-picked team of talented graphic designers, digital specialists and illustrators, who can deliver anything from children’s illustrated character development to above-the-line advertisements.”
