This Project was an exploration of brand identity and systems to create a unique zoo rebrand to appeal to all generations, with an emphasis on Gen Z and Gen A. The main objective was to create means of way finding and navigation that systematically fit within the brands identity along with other deliverables to complete a hypothetical rebrand. A logo was crafted to reflect the Canadian Rockies ecosystem and give a sense of patriotism to the nation and use that as the baseline for the remainder of the system.