Jirrahlinga Wildlife Sanctuary was established over 50 years ago to provide a refuge for injured and distressed animals. Although Jirrahlinga contains many Australian animals, it has a particular emphasis on dingo conservation and education. The directors wanted a fresh, new approach to their visual identity to help to engage the local community and to elevate awareness of their brand.
After meeting with the client, it became evident that what set Jirrahlinga apart from most zoos was their love for people as well as their obvious passion for helping native Australian animals – in particular the dingo (Australia’s wild dog). A design solution was developed which utilises the negative space in the letterform to introduce the silhouette of a dingo’s head.
A whimsical campaign which highlights the attributes of some of the sanctuary's animals was also produced and rolled-out across a range of media.