Event Campaign: Mad Hatter Garden Party
Company: Wilder Institute/Calgary Zoo
The Mad Hatter Garden Party was created as more than a promotional event, it was an immersive experience intended to draw visitors into the newly unveiled WildScapes installation. The goal was to create a campaign that felt magical and cohesive across every touchpoint, while remaining aligned with the zoo’s institutional brand standards.
Working closely with the Marketing and Events teams, I developed a fully integrated visual campaign that extended from digital awareness to on-park activation.
Deliverables:
Campaign artwork
Multi-channel digital assets (Instagram, Facebook, and targeted display ads)
On-park directional and game signage
Custom-designed garden map brochure
Creative Direction
Inspired by the classic story of Alice in Wonderland, the visual narrative centered around the idea of stepping through a hedge into a magical garden world, echoing the journey guests take as they move through the zoo and into WildScapes. Drawing from Alice in Wonderland motifs, the artwork captured a sense of curiosity, theatricality, and playful discovery without feeling juvenile.
A sectional hedge graphic revealed an enchanting landscape beyond, visually inviting guests to “enter” the experience before physically arriving. This concept created anticipation and reinforced the idea of transformation, from everyday zoo visit to immersive garden party.
Digital Campagin
The campaign artwork was adapted seamlessly across digital platforms, ensuring visual consistency from first impression to arrival. Social media ads and hyper-targeted display placements built awareness and excitement leading up to the event.
On-Park Printed Media
On-site, the artwork carried through to game cards, directional signage, and a custom garden map brochure. Each element reinforced the whimsical tone while maintaining clear hierarchy, legibility, and brand alignment.
Impact
The Mad Hatter Garden Party successfully positioned WildScapes as a destination experience rather than a passive installation. By unifying digital promotion, environmental graphics, and event collateral under a single narrative framework, the campaign created a cohesive and memorable guest journey.
The result was an immersive event identity that strengthened engagement, enhanced the theatrical quality of the garden space, and supported the zoo’s broader mission of connecting families to conservation through storytelling.
