A Wild Rebrand

Lake Area Zoological Society

Artboard 1 copy 2@72x-8


The Lake Area Zoological Society was established in 1972 as a way to provide significant assistance in the growth, development and professionalism of the Bramble Park Zoo in Watertown, SD. For 50 years, LAZS has been the only nonprofit organization allocating 100% of its proceeds to the Bramble Park Zoo. Caliber was brought on board to help elevate the LAZS brand with a new brand identity that had recognizable ties to the Zoo, but also give them their own professional and credible identity to continue to help raise funds and support the Bramble Park Zoo. 


Caliber successfully created a new brand identity that shows visual similarities between the Zoo and LAZS and helps educate the audience to the connection between the two. We introduced multiple secondary elements that provide versatility for the brand moving forward.

The team also had the opportunity to create a 50 year celebration logo for the LAZS. The hand-drawn "50" allowed us to be creative by applying subtle animal features to the numbers and negative space.

Artboard 2@72x-8
Artboard 2 copy@72x-8


Future campaign coming soon!

Artboard 1 copy 3@72x-8