Sharks & Rays: Exhibit Identity Design

An Adventure into the Secret World of Underwater Creatures

'The Secret World of Sharks & Rays' is a unique exhibit at the Vancouver Aquarium that allows visitors to experience the remarkable world of these captivating creatures. Designed by Taxi West, this exhibit identity highlights the astonishing and mysterious world in which sharks and rays live.

The inspiration for this design came from the desire to create an identity that would generate interest and excitement around these two species. Sharks and rays, when paired together, create a memorable experience that showcases the beauty and wonder of the underwater world.

What sets 'The Secret World of Sharks & Rays' apart is its ability to immerse visitors in the remarkable stories and adventures of these creatures. The exhibit not only highlights their unique characteristics but also educates visitors about their senses, hunting techniques, and abilities.

The design team at Taxi West worked closely with the Vancouver Aquarium to understand their audience and create an identity that would resonate with visitors. The target audience for the exhibit is a wide range of adults aged 18-49, with a local focus. These individuals are looking for fun activities to enjoy and are motivated by the magical connection to the natural world.

One of the challenges faced during the design process was capturing the strength and excitement associated with sharks, as well as the beauty and mystique of rays. The team successfully paired these two species together to create a visually captivating identity that mirrors the unique experience offered by the Vancouver Aquarium.

This outstanding design was recognized with the Bronze A' Design Award in 2013. The award acknowledges the creativity and resourcefulness of the design, as well as its contribution to improving the quality of life. 'The Secret World of Sharks & Rays' is a testament to the power of design in creating immersive and educational experiences.