Designing comprehensive, accessible signage for Chester Zoo
Bringing conservation stories to life
We created more than 50 pieces of interpretation signage for Chester Zoo’s Islands experience, turning detailed conservation content into something visitors of all ages could engage with as they explored.
Working within the Zoo’s established visual direction, we brought the interpretation team’s content to life through signage, maps and bespoke illustration – from disappearing forests to a life-size orangutan skeleton.
It was the start of a relationship that went on to include projects for the penguins area, Butterfly House and other experiences across the Zoo.
Making 50+ signs feel like one experience
With so many individual pieces in play, there was a lot to keep track of. Different messages, formats, maps and illustrations all needed to feel consistent, accurate and part of the same experience.
The challenge was to give each piece enough visual interest to stand on its own while making sure everything still felt unmistakably part of Islands.
Designed for curious minds
Some visitors will stop and read everything. Others might only have time for one fact before being pulled towards the next enclosure.
The signage needed to reward both. Strong imagery and illustration gave people an immediate way into the subject, while the wider designs gave the Zoo’s detailed interpretation content the space to tell a fuller story for anyone who wanted to stay a little longer.
The end result added another layer to Islands, helping turn conservation, habitats and wildlife into stories visitors could see and understand around them.
Penguins, butterflies and beyond
Since Islands, we’ve created illustrated signage for the Zoo’s penguins, including graphics that let visitors compare themselves with the animals at actual size, as well as butterfly illustrations and signage for the Butterfly House.
Other briefs have taken us in completely different visual directions, from vibrant, Mexico-inspired graphics for animals including the axolotl to promotional creative for one of the Zoo’s immersive experiences. Each project allowed us to explore something fascinating, and find a visual way to make people want to know more.
Working with the team at Stride was a pleasure.
Although the project was fairly complex, they delivered both on budget and on time. They made great suggestions as to how we could improve some designs, and really made an effort to ensure our vision was brought to fruition. I’d have no hesitation in working with them again.
Fred Howat Senior Exhibitions and Interpretation Officer, Chester Zoo
