Auckland Zoo's brand revitalisation called for a comprehensive wayfinding solution across the entire site, aligned with the zoo's ethos of "conservation science at work."

Grounded in extensive ethnographic research with both local and international visitors, the strategy reimagined the visitor experience around "pathways not precincts" moving from static zones to dynamic tracks accessed via a central spine. Each track is symbolised by a key species and colour, guiding visitors through distinct ecological habitats and moments of discovery.

Drawing on New Zealand's tramping culture, the zoo's language was reworked to match: precincts became habitats, paths became tracks, and track names were chosen to evoke both ecology and adventure. At each entrance, focalised maps give visitors the essentials, track length, estimated time, amenities, and featured species to support orientation from the outset.

Colour plays a deliberate role throughout: a vibrant Karaka orange commands attention on external signage, while a calming basalt grey lets internal signage sit quietly within the native landscape. High-contrast monochromatic animal illustrations and whimsical factoids add personality and moments of delight, especially for younger visitors.