A Venture of a Different Nature -- Creative Shop Partners With Philadelphia Zoo on Transformative New Exhibit

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When the new Creatures of Habitat exhibit opened at The Philadelphia Zoo on April 10th, it represented “a whole new animal” according to zoo Chief Marketing Officer Amy Shearer. “It’s not only a new kind of exhibit for us,” she explains of the exhibit in which endangered animals are depicted in LEGO brick sculptures. “It also reflects a big shift in how we define the zoo to our visitors. And Left Hand played a major part in helping us take that leap.”

A Philadelphia-based creative consultancy specializing in brand communications, Left Hand was enlisted early in the planning process in order to help translate the Zoo’s conservation mission into “something visitors would relate and respond to,” as Shearer describes it. The first step would be creating an identity for the zoo’s overarching conservation program called “Footprints.”

Once Left Hand partners Nat Gutwirth and Andrew Geroski had developed a logo and “positioning statement” for Footprints, the real work began. Working in close collaboration with the zoo exhibit design and animal care staff, Left Hand created a name, visual identity and narrative structure for the exhibit. Left Hand even helped to write the informational panels that accompany each of the ten displays that make up Creatures of Habitat. Finally, the team produced a multimedia campaign, featuring TV, radio and online advertising messages to introduce Creatures of Habitat to the world.

Left Hand Creative, LLC is a Philadelphia-based creative consultancy consisting of partners Nat Gutwirth and Andrew Geroski. Specializing in advertising, brand identity and content development, Left Hand provides “support on the creative side” for clients large and small, local and national, corporate and institutional. Recent project clients include Comcast Sportsnet, Herr’s Potato Chips, Longwood Gardens, World Café Live and the Philadelphia Zoo.

For more information and examples of Left Handiwork, please visit: http://www.lefthandcreative.com
To view the Creatures of Habitat TV and radio ads visit: http://shooters.wiredrive.com/r/p/?presentation=bb4e0cfcfda44ebfa73ec8a18f32ccfe

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Nat Gutwirth
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