Sam Emrich

Roger Williams Zoo


Roger Williams Park Zoo


The beloved Roger Williams Park Zoo struggled for years to attract visitors with an outdated and confusing online presence. Visitors had trouble finding information they needed while navigating an online presence that felt more corporate than zoological. 

Creative Approach: 

Create fresh brand identity, copy, visuals, web site and social media approach for the zoo. Use the Zoo’s dramatic visuals and some FUN to bring the essence of the zoo to life, promote the latest happenings and draw in visitors. Including: Featured Activities, Featured Creature, Latest News and more. 


The Zoo’s new site is easier to navigate and aligns, both tonally and visually, with a lively playground that connects kids and families with nature. The site has been recognized with multiple industry awards, and increased online donations have made possible the purchase of much-needed equipment for the on-site veterinary hospital.