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Strategic marketing agency, Harrison Carloss, has released a wild new rebrand for West Midlands Safari Park, an award-winning visitor attraction located in the heart of England. After a competitive pitch, Harrison Carloss was delighted to be chosen by park management and its owner, The Looping Group, to undertake the branding project for this iconic UK attraction.

After celebrating its 50th year in 2023, the project came about as part of a wider move to modernise and redefine the West Midlands Safari Park brand that is intended to reflect ambitious future plans. With the recent addition of the luxury Safari Lodges, there are exciting plans to continue to develop the park and offer visitors a truly memorable experience that will last a lifetime.  

The rebrand project included a breadth of work, including workshops, customer research, concept development, brand guidelines and application. Included in the new brand identity is ‘Gerald’, born from one of the park’s most recognisable and unforgettable animals, the giraffe.

Harrison Carloss have created the brand using a playful font, recognisable icon and an earthy palette, to give the brand a real sense of adventure and fun that guests would expect to experience at West Midlands Safari Park.

With 50 years of heritage behind it, the park is home to a variety of all-weather attractions, including four miles of drive-through safari, a large dinosaur exhibit and a theme park. But in having seen so much change over those 50 years, the park felt that now was the right time to overhaul the brand.

Head of Marketing at the park, Rochelle Zare, said, “We have grown so much as a business, especially in the last four years, so we felt that we needed a new logo and brand identity, that can grow with us into the future.

“After thorough research, in which we invited feedback from various stakeholders, guests and prospective customers, we gained valuable insight into why people love our brand and why guests want to visit. This proved that we have one of the best, immersive animal experiences in the country, so we wanted our new brand identity to reflect that, hence the addition of a giraffe icon. We hope all of our guests love it as much as we do.”

West Midlands Safari Park officially announced the rebrand last week, with the brand rollout planned over the coming weeks.

It was an incredible opportunity for the team at Harrison Carloss to get their teeth into rebranding such an iconic UK attraction,” commented Adam Mobley, Managing Director at Harrison Carloss.

“Preserving the recognition earned by the brand over its 50-year history was paramount. The team worked incredibly hard to retain and enhance the current brand identity throughout the process by creating a more modern and approachable brand; leaning into the fact that West Midlands Safari Park offers an unrivalled experience to get up close and personal with the animals. The final brand is underpinned by the findings from the strategy workshops and customer research, to help more accurately reflect the memorable experiences that guests experience when visiting the park.”

“West Midlands Safari Park is a truly fantastic and totally unique visitor attraction and it’s a genuine thrill for all of us to have the opportunity to enhance the brand’s reputation.”