Seaworld Parks & Entertainment
Our work with SeaWorld Parks & Entertainment started with the pitch. At R&R Partners, I was a key creative contributor in helping win the $10M account, working from the initial RFP all the way through the final presentation. From there, the opportunity quickly became much bigger. I helped build a dedicated team of 10+ in R&R’s Phoenix office and spent the next two years leading design across SeaWorld, Busch Gardens and their broader portfolio of parks.
The work touched nearly every part of the brand. We sharpened the visual identity, launched a new campaign platform, developed seasonal campaigns throughout the year and worked closely with SeaWorld’s internal marketing team to create better processes, tools and systems for how the brand showed up. That ranged from larger brand and campaign work across TV, print and social all the way down to thousands of programmatic ads built to perform at scale.
For me, it was as much about building and leading the team as it was the work itself. Setting the creative standard, helping a complex organization work better together and turning a major new business win into a strong, multi-year creative partnership.
Branding Rollercoasters
Named after the icy Arctic summits, Ice Breaker features four airtime-filled launches, both backward and forwards, culminating in a reverse launch into the steepest beyond vertical drop in Florida - a 93-foot-tall spike with a 100-degree angle. The thrills continue as riders fly over a near-vertical tophat maneuver into a series of exciting twists, turns, and airtime hills. To support the launch of the coaster we developed a brand identity including logo design, guidelines, and 3D previsualizations. Once the coaster was up and running, we followed suit with a short TV commercial that ran locally in Orlando.
Seasonal Campaigns
Spooktacular and Howl-O-Scream is SeaWorld theme parks halloween celebration. Our job was to create awareness for Howl-O-Scream and position it as the standout event for young adults looking for fun and frights. Spooktacular was the kids version that we wanted to create to be welcoming and fun. The final result was OOH boards, banners and style guide for the internal team.
Sister Parks
Discovery Cove is a theme park owned and operated by SeaWorld Parks & Entertainment, and located in Orlando, Florida. It is the sister park of SeaWorld Orlando and Aquatica Orlando. To support the sister park we refreshed their overall visual identity and marketing communications across owned and paid media.
