I’ve been the Senior Designer, Photographer, and Videographer at Birch Aquarium for six years. I design all graphics for digital, social, integrated, and traditional media. In addition, I also spend 20% of my time on exhibit projects, bridging the gap between these departments and helping provide a consistent voice in our materials and spaces. 

• I take all the photos you see in our collateral, social, and beyond.

• I also film about 80% of all videos. In turn, I manage and maintain our robust b-roll database, which supports public relations efforts and on-site videos as requested and contributes to social media engagement.

Inherited Identity (2017)

To show you where we are today, it’s essential to show you where we have been.

About Birch Aquarium at Scripps

It all comes back to who we are at our core. While the old identity served our traditional audience, it didn't fully meet our brand values, and our growth potential was limited. Where we are today embraces our brand values and allows us to reach growth audiences.

Our Mission

We connect understanding to
protecting our ocean planet.

Brand Values

• Engage, Inspire, and Empower

• Community and Collaboration

• Innovation and Play

• Diversity and Inclusion

• Sustainability

Color Palette

ILLUSTRATIONS

Over the years, we’ve built up our collection of illustrations. We worked with Cinder Design Co (NY) to create custom illustrations that were scientifically accurate but still represented our brand values. Note: I worked as Art Director on each project.

• Kid-friendly and adult-friendly variations

• Sometimes we get to have a little fun with them (ex: penguin with sunglasses)

PHOTOGRAPHY

Our photos are vibrant, not overly saturated, and aim to show engagement and showcase our animals. Once a week, I do a lap around the aquarium to get new photos. They are used in all our materials, social media, presentations, and beyond.

• We are constantly looped in with our husbandry team on any work they do so that we can document milestones (big and small) - which can also lead to public relations stories and social media stories.

• Examples: Shark Physicals, animal births, etc.

DIGITAL ADS

One of the first significant changes we made was moving from a generic primary typeface to one representing our brand values. 

• Our body copy is the same typeface as UC San Diego and helps keep our connections to the university in a subtle way. 

• We use a lot of tight shots of animals and showcase guests engaging with our animals. 

• All external media leans on our photography.

PRINT ADS

Our goal is always to create joy or excitement, awe, and inspire action. We make strong use of our colors, photography, and typefaces.

WEBSITE

We overhauled our landing page just before covid to reflect what you see in our print and digital collateral. We added our colors, added a 30-second reel of our flagship animals, and made it easier to find where to buy tickets to the aquarium.

EBLASTS

We created consistent on-brand headers that are always paired with high-quality photos of our animals, exhibits, or events. If we have a specific announcement, use the “Birch Alert” template — intentionally, our brightest color to grab attention.

Outdoor Banners (La Jolla)

Throughout the year in downtown La Jolla, you’ll spot a few of our banners.

ONSITE BANNERS

As you drive down the hill to reach the aquarium, you will pass 30+ of these banners, all competing with the pacific ocean's jaw-dropping views. Variations of these banners also act as wayfinding for our guests (parking lot/cafe). They are easy to identify and excite guests for what is to come!

ONSITE PROMOTIONS

We use QR codes where appropriate (and track those analytics and scans) and always place signage where guests can engage (near Bathrooms, installs, upon walkup, and in our Guest Services office).

SOCIAL SUPPORT

Our Social Media Manager writes engaging captions to pair with our vibrant photography and videos. Occasionally we have announcements or share fun facts that don’t always work with a photo, or more importantly, we need them to stand out and stop the scroll.

PRINTED TICKETS

We revamped our printed ticket stock in 2023 so that our guests could have a fun keepsake featuring some of our flagship animals.

BRANDING SUITE

You’ll notice the use of our branded illustrations and vibrant animal photography for our business cards. Each staff member gets 20-30 photo back options featuring tight shots of our most engaging animals. These create fun conversations between you and the person you give the card to. Note: When I can, I rotate in new images.

GIVEAWAYS

Membership pins are provided annually as a collector’s item, and the stickers and squishes are given at tabling events, staff morale, and more. Historically, we have been one of the more popular tables at events, and our name keeps getting out there more and more!

SUB-BRAND: Education

Emotive Style

• Engage, Inspire, and Empower

• Fun and approachable

• Climate Conservation

• Ocean Science

• Hands-on

SUB-BRAND: Special Events

Tagline:

Where science meets sophistication. 

Emotive Style

• Engage, Inspire, and Empower

• Ocean Conservation

• Classic styling with a twist 

• Sustainability

Sub-Brand: Little Blue Penguins

Tagline

Meet the World’s Smallest Penguins

Emotive Style

• Engage, Inspire, and Empower

• Fun and cute

• Sustainability

• Climate Conservation

For a more in depth look at this campaign: Click here.