The revitalisation of the Auckland Zoo brand prompted the creation of a comprehensive wayfinding solution across the entire site, harmonising with the brand’s ethos of ‘conservation science at work.’

Informed by extensive ethnographic research on both local and global visitors, alongside evolving visitor preferences, our approach transformed how guests engage with the zoo and its diverse inhabitants.

Embracing the concept of ‘pathways not precincts,’ our strategy re-imagined the visitor experience, transitioning from static precincts to dynamic ‘tracks’ accessible via a central spine. Each track, symbolised by a key species and colour, guides visitors through distinct ecological habitats, offering opportunities for exploration and discovery.

Inspired by New Zealand’s tramping culture, we redefined zoo terminology and visitor information, shifting from precincts to habitats, and paths to tracks. Track names were carefully chosen to evoke both ecological zones and adventurous journeys.

At track entrances, focalised maps provide essential details such as track length, estimated time, amenities, and featured animal species, enhancing visitor orientation and engagement.

Strategic use of colour ensures clear wayfinding: vibrant Karaka orange commands attention on external signage, while calming basalt grey harmonises with the lush native surroundings internally.

To infuse personality into the signage, high-contrast monochromatic animal illustrations and whimsical factoids engage visitors, particularly children, providing moments of delight throughout their journey.

A phased roll-out commenced with the debut of the Southeast Asia Track in late 2020.