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Trope Collaborative
A human-centered design consultancy that collaborates with clients & users to be more focused, adaptive & competitive.

Opportunity

The Jellies campaign, created to support a new Jellies exhibit, was a collaborative venture of the Shedd graphic design and the marketing teams. Design developed the look and tagline of the campaign and crafted each of over fifty visual implementations. Marketing determined the scope, messaging, media placement and promotional relationships and opportunities.
The Exhibit The Jellies exhibit was conceived of and developed by an in-house Shedd collaboration between the exhibit, graphic design and marketing teams working with the aquarists.

The Exhibit
The Jellies exhibit was conceived of and developed by an in-house Shedd collaboration between the exhibit, graphic design and marketing teams working with the aquarists.

Water Tower Place Installation A 127' (5 story) mobile hung for five months in the Water Tower Place atrium. Consisting of 10-foot plexi-glass jellies, decals and 16' banners, it took a team of 13 to install.

Water Tower Place Installation
A 127' (5 story) mobile hung for five months in the Water Tower Place atrium. Consisting of 10-foot plexi-glass jellies, decals and 16' banners, it took a team of 13 to install.

Double Decker Tour Buses Two Chicago Trolley & Double Decker Company tour buses sported Jellies graphics from Memorial Day until Labor Day.

Double Decker Tour Buses
Two Chicago Trolley & Double Decker Company tour buses sported Jellies graphics from Memorial Day until Labor Day.

Microsite A flexible microsite was developed to support additional information. This allowed new jellies that seasonally joined the exhibit to be easily incorporated.

Microsite
A flexible microsite was developed to support additional information. This allowed new jellies that seasonally joined the exhibit to be easily incorporated.

Street Banners Campaign street banners were hung in key locations around the city, as well as the airports.

Street Banners
Campaign street banners were hung in key locations around the city, as well as the airports.

On Site Banners The front of building banners, clearly seen from Lake Shore Drive, followed the campaign style.

On Site Banners
The front of building banners, clearly seen from Lake Shore Drive, followed the campaign style.

Print and Web Ads In one year, Jellies ads appeared in over fifty print and web periodicals. These include: Time, Newsweek, People, Real Simple, The Chicago Tribune, Elle Decor and others.

Print and Web Ads
In one year, Jellies ads appeared in over fifty print and web periodicals. These include: Time, Newsweek, People, Real Simple, The Chicago Tribune, Elle Decor and others.

CTA Bus Kiosk CTA bus kiosks, buses and train platforms around the city displayed Jellies ads. Also included were train window clings, as well as overhead ads on both buses and trains.

CTA Bus Kiosk
CTA bus kiosks, buses and train platforms around the city displayed Jellies ads. Also included were train window clings, as well as overhead ads on both buses and trains.

Methods & Practices

The goal was to educate and inform on the mesmerizing beauty and amazing lifestyle of jellies. The exhibit was conceived of and developed by an in-house collaboration of the exhibit, graphic design and marketing teams working with the aquarists. This synergy allowed for a comprehensive approach between the visual look and messaging of the exhibit and campaign experiences. In both the exhibit and campaign, a dramatic colorflow leads from a calm blue to a heated bright orange, which suggests oceans out of balance. In the campaign, boldly colored jellies are silhouetted on white. They are not naturalistic, but instead prepare visitors for the colorful exhibit experience. The logo typography is a bold sans serif, modified with organic details.

Impact & Outcome

The public response to Jellies through the integration of advertising, broadcast, transit wraps and street banners was overwhelming and was one of the highest ticketed exhibitions at The Shedd Aquarium.