--- title: "Parque das Aves: Case Study" date: 2022-01-11T08:35:00-05:00 author: Gregor Terrill canonical_url: "https://www.alphabetcreative.com/work/parque-das-aves/" section: Work --- ## Doing it for the birds. Literally. While wildlife conservation may not be as top of mind in Brazil as it is in other countries, as experts in tourism marketing, we know that consumers and travellers value brands that impact positive change – and our research for Parque das Aves echoed this insight. We conducted a detailed review of the park’s current brand and audience as well as internal and external stakeholder interviews. From there, we harnessed our research to develop a platform that broadcasts the park’s passion for advocacy – one rainforest, shared by all. nossa ## Nossa Mata Atlântica From Our Atlantic Rainforest ![A caretaker wearing a beige cap and vest gently feeds a green parrot with a red crown in a lush rainforest setting.](https://www.alphabetcreative.com/assets/transforms/clients/parque/_800xAUTO_crop_center-center_none_ns/pda-bird-caretaker.jpg) ![](https://www.alphabetcreative.com/assets/clients/parque/creating-a-movement.jpg)## Creating a movement. In addition to a new positioning and messaging foundation, we gave Parque des Aves a visual identity that brought it all together. Using a combination of raw, hand-written lettering and bold brush strokes, we created an aesthetic that’s more like a movement than a zoo – a rallying cry to support a cause. ![](https://www.alphabetcreative.com/assets/clients/parque/swipe.png) ![](https://www.alphabetcreative.com/assets/clients/parque/wordmark.png) ## **But we didn’t overlook nature.** Both Parque das Aves’ new logo and colour palette draw inspiration from the birds it so diligently works to preserve. ![A hand-drawn bird icon magnified on a yellow background, revealing a hidden bird shape within the Parque das Aves wordmark.](https://www.alphabetcreative.com/assets/transforms/clients/parque/_800xAUTO_crop_center-center_none_ns/pda-chics-logo.jpg) ![Purple background showing the Neurial Grotesk font with the phrase “urgent but approachable.”](https://www.alphabetcreative.com/assets/transforms/clients/parque/_800xAUTO_crop_center-center_none_ns/pda-font-edited.jpg) ![Six white icons on a green background, including info, birdhouse, parking, and gift symbols.](https://www.alphabetcreative.com/assets/transforms/clients/parque/_800xAUTO_crop_center-center_none_ns/pda-icons.jpg) ![A Facebook page mockup for Parque das Aves featuring a forest banner and red bird logo.](https://www.alphabetcreative.com/assets/transforms/clients/parque/_800xAUTO_crop_center-center_none_ns/pda-social.jpg) ![Two colourful posters promoting Parque das Aves with bold text and playful brushstroke graphics.](https://www.alphabetcreative.com/assets/transforms/clients/parque/_800xAUTO_crop_center-center_none_ns/pda-posters.jpg) ![A person walks through a forest path lined with colourful Parque das Aves flags and banners.](https://www.alphabetcreative.com/assets/transforms/clients/parque/_800xAUTO_crop_center-center_none_ns/pda-flags.jpg) ## A strong perch to stand on. By deploying Alphabet’s three-stage branding process, we helped Parque das Aves not only affirm who they are and why they’re relevant, but we gave them a foundation to articulate their story (and the birds’) with confidence. And, since launching the new brand, the park has already increased its visitors, meaning more revenue and a better future for at-risk wildlife. > “We're delighted with how easy the brand design makes everything. It feels harmonic and natural, but strong – exactly the qualities we want to leverage.” > > Carmel Croukamp, CEO, Parque das Aves ![PDA image gallery 1](https://www.alphabetcreative.com/assets/transforms/clients/parque/_1920xAUTO_crop_center-center_none_ns/PDA_image_gallery_1.jpg) ![PDA image gallery 2](https://www.alphabetcreative.com/assets/transforms/clients/parque/_1920xAUTO_crop_center-center_none_ns/PDA_image_gallery_2.jpg) ![PDA image gallery 3](https://www.alphabetcreative.com/assets/transforms/clients/parque/_1920xAUTO_crop_center-center_none_ns/PDA_image_gallery_3.jpg) ![PDA image gallery 4](https://www.alphabetcreative.com/assets/transforms/clients/parque/_1920xAUTO_crop_center-center_none_ns/PDA_image_gallery_4.jpg) ![PDA image gallery 5](https://www.alphabetcreative.com/assets/transforms/clients/parque/_1920xAUTO_crop_center-center_none_ns/PDA_image_gallery_5.jpg) ![PDA image gallery 6](https://www.alphabetcreative.com/assets/transforms/clients/parque/_1920xAUTO_crop_center-center_none_ns/PDA_image_gallery_6.jpg) ## To learn how Alphabet® can help tell your story, **get in touch, and we’ll get started.** [ contact us ](mailto:info@alphabetcreative.com?subject=Looking%20for%20more%20information) ## More work [ view all ](https://www.alphabetcreative.com/work/) - [ ![A hotel guest with a rolling suitcase speaks to a receptionist behind a front desk in a modern hotel lobby.](https://www.alphabetcreative.com/assets/transforms/clients/TIAA/_800xAUTO_crop_center-center_none_ns/tiaa-kate-hero-2.jpg) Tourism Industry Association of Alberta ### Canada’s first AI-powered HR advisor ](https://www.alphabetcreative.com/work/canadas-first-ai-powered-hr-advisor-for-tiaa/) - [ ![Father and two young children sitting on a dock by the water, smiling and enjoying a sunny day outdoors.](https://www.alphabetcreative.com/assets/transforms/clients/minto/_800xAUTO_crop_center-center_none_ns/minto-case-study-hero-dad-kid.jpg) Minto ### Building better with Minto ](https://www.alphabetcreative.com/work/minto-communities-ottawa/) - [ ![Booklet Mockup](https://www.alphabetcreative.com/assets/transforms/clients/cpf/_800xAUTO_crop_center-center_none_ns/Booklet_Mockup.jpg) Canadian Parents for French ### Encouraging Canadians to Fulfill Their Raison D’Être ](https://www.alphabetcreative.com/work/encouraging-canadians-to-fulfill-their-raison-detre/) [ view all ](https://www.alphabetcreative.com/work/) ![](https://www.facebook.com/tr?id=228021097873593&ev=PageView&noscript=1) ![](https://px.ads.linkedin.com/collect/?pid=3706857&fmt=gif) <![CDATA[YII-BLOCK-BODY-END]]>