01 Visual strategy Guide
YESTERDAY
SEAWORLD
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01
VISUAL STRATEGY GUIDE
CHAPTER 1
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VISUAL STRATEGY GUIDE YESTERDAY
SeaWorld
SEAWORLD
6 VISUAL STRATEGY GUIDE
CONTENS CONTENTS
CHAPTER 1
02
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YESTERDAY HISTORY
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TILIKUM’S TRAGIC STORY
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TODAY SEAWORLD’S BUSINESS
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BRAND PICTURE
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COMPETITORS
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TOMORROW OUR MISSION
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NEW BRAND PICTURE
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AUDIENCE
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COMPETITORS
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YESTERDAY
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SEAWORLD
VISUAL STRATEGY GUIDE
CHAPTER 1
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YESTERDAY
YESTERDAY
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CHAPTER 1
VISUAL STRATEGY GUIDE
1.1 HISTORY THE BEGINNING OF SEAWORLD
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SEAWORLD
Three months before opening, this December 1963 aerial shows SeaWorld construction in high gear. The numbers correspond to (1) stadium-lagoon; (2) underwater theater; (3) Polynesian-style lounge building; (4) pearl diving display; (5) public patio area; (6) four-tank Reef Building. (/ UT file photo 1963)
CHAPTER 1
SeaWorld was opened in 1964 by Milton C. Shedd, Ken Norris, David Demott, and George Millay. The four graduates of UCLA originally set out to build an underwater restaurant and marine life show. When the underwater restaurant concept was deemed unfeasible, they scrapped those plans and decided to build a park instead, and SeaWorld San Diego was opened on March 21, 1964. With only a few dolphins, sea lions, 6 attractions and 22 acres (89,000 m2), the park proved to be a success and more than 400,000 guests visited in the first 12 months.
few miles outside of San Antonio. Growth has pushed the city outwards, and now SeaWorld San Antonio lies in the Westover Hills community in West San Antonio. The park was open year-round like its sister parks in California and Florida in 1988 and 1989, then went to a seasonal schedule. The stress and financial resources it took to build and maintain a state-of-the-art marine mammal facility in the late ‘80s eventually took its toll on the company. HBJ, whose primary focus was producing school books, needed to reduce its assets in order to avoid a bankruptcy.
After considering other locations in the midwest, including the Lake Milton/Newton Falls area west of Youngstown, Ohio, it was decided that Aurora, Ohio would be the new home of a SeaWorld. The Aurora site was approximately 15 miles (24 km) northwest of the Lake Milton site, and 30 miles (48 km) southeast of Cleveland. By this time the founders of the company had captured a few more species of animals, including a killer whale that was brought to the new facility. The harsh winter climate permitted the park to be open only from mid-May until mid-September.
The Anheuser-Busch Company made an offer to purchase the SeaWorld parks. HBJ also owned and operated two other parks, Cypress Gardens and Boardwalk and Baseball, and out of fear of not being able to find a buyer for the two other parks, HBJ refused to sell the parks individually. Despite a long negotiation, Anheuser-Busch bought all six parks in 1989: SeaWorld in San Diego, Aurora, Orlando and San Antonio as well as Cypress Gardens in Winter Haven and Boardwalk and Baseball in Haines City. Soon after the sale was final, Busch sold Cypress Gardens to the park’s management and closed Boardwalk and Baseball. Anheuser-Busch put millions of dollars back into the parks to revive and to prolong their longevity. SeaWorld is accredited by the Association of Zoos and Aquariums.
The Walt Disney World Resort in Orlando, Florida opened near the end of the second operating season of SeaWorld of Ohio. The success of Disney in Orlando provided a location that was already popular with tourists. SeaWorld Orlando opened in 1973. Harcourt Brace Jovanovich, Inc. (HBJ) purchased the company in 1976 and 12 years later they began a venture in Texas. In 1988, SeaWorld San Antonio opened just a
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In 2009, Busch Entertainment was sold to the Blackstone Group and subsequently renamed SeaWorld Entertainment. In 2013 Blackstone sold 37% of Entertainment in an initial public offering.
YESTERDAY
FROM 1964
VISUAL STRATEGY GUIDE
Mark J. Palmer / International Marine Mammal Project Tilikum has a collapsed dorsal fin, a sign of an unhealthy and stressed orca. Many orcas in captivity (but few in the wild) have collapsed fins.
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1.2 TILIKUM’S TRAGIC STORY
SEAWORLD
OVER 30 YEARS AND THREE DEATHS
CHAPTER 1
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After his capture, he was kept in a cement holding tank for close to a year at Hafnarfjörður Marine Zoo, near Reykjavík, Iceland, as he awaited transfer to a marine park. Held captive against his will, all he could do was swim in small circles and float aimlessly at the surface of the water, far away from the expansive ocean in which he had swum a hundred miles a day alongside his family members. Finally, he was transferred to the rundown Sealand of the Pacific in British Columbia, Canada, and forced to call his
barren 100-foot-by-50-foot pool—just 35 feet deep—his sad new “home.” Food was withheld from him as a training technique, and he regularly endured painful attacks by two dominant female orcas, Haida and Nootka. He was forced to perform every hour on the hour, eight times a day, seven days a week. The constant stress and exhaustion gave him stomach ulcers. When the park closed its doors at the end of each day, the three incompatible orcas were crammed into a tiny round metal-sided module for more than 14 hours until the park reopened the next morning.On February 21, 1991, Sealand trainer Keltie Byrne fell into the pool containing all three orcas. She was pulled to the bottom of the enclosure
YESTERDAY
Tilikum was captured near Iceland in November of 1983, over 30 years ago. At only 2 years old, when he was approximately 13 feet long, he was torn away from his family and ocean home.
VISUAL STRATEGY GUIDE SEAWORLD
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Morgan was wild-caught, just as Tilikum was. She is held captive at Loro Parque in Spain and also exhibits stress-induced behavior, including gnawing on concrete.
CHAPTER 1
by Tilikum, tossed around among the three orcas, and ultimately drowned. It took Sealand employees two hours to recover her body from the orcas. She was the first of three people to have been killed because of Tilikum’s stress, frustration, and confinement. Shortly after the death of Keltie, Sealand closed its doors for good and put Tilikum up for sale as though he were nothing more than a commodity. When SeaWorld heard that a 12,000-lb. bull, the largest orca in captivity, was on the market, it quickly purchased him for its breeding program apparently giving little thought to his reputation for killing and aggression. Tilikum’s sperm was used to build up a collection of orcas, and now, 54 percent of SeaWorld’s orcas have his genes. Over the course of 21 years at SeaWorld, where he is confined to a tank containing 0.0001 percent of the quantity of water that he would traverse in a single day in nature, Tilikum has been involved in multiple incidents of aggression. The stress of captivity drives Tilikum to exhibit abnormal repetitive behavior, including chewing on metal gates and the concrete sides of his tank—so much so that the most of his teeth are completely worn down.
Tilikum scalped and dismembered Dawn as well as breaking bones throughout her body before drowning her. After a year in isolation, Tilikum was returned to performing. SeaWorld is appealing its citation for violating a federal workplace safety law meant to protect workers from recognized life-threatening hazards and asking that the government allow humans to swim with orcas despite the risk.
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Tilikum is not the only orca who has become aggressive as a result of all the stress that the whales are forced to endure in the small tanks at SeaWorld. The park’s own records contain 600 pages of incident reports documenting dangerous and unanticipated orca behavior with trainers, consisting of more than 100 incidents in which killer whales bit, rammed, lunged at, pulled, pinned, and swam aggressively with SeaWorld trainers, many of which led to human injuries, including a near-death encounter experienced by trainer Ken Peters. Aggression toward humans and among orcas is nearly nonexistent in nature, but the constant stress of living in incompatible social groupings inside minuscule tanks at SeaWorld causes them to lash out, posing a danger both to other whales and to employees alike.
YESTERDAY
The stress of captivity also causes Tilikum to exhibit aggression toward humans, which has cost two more lives—those of Daniel P. Dukes in 1999 and Dawn Brancheau in 2010.
VISUAL STRATEGY GUIDE
1.3 TIMELINE IMPORTANT EVENTS
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SeaWorld was opened in 1964 by Milton C. Shedd, Ken Norris, David Demott, and George Millay. The four graduates of UCLA originally set out to build an underwater restaurant and marine life show. SeaWorld San Diego was opened. With only a few dolphins, sea lions, 6 attractions and 22 acres (89,000 m2), the park proved to be a success and more than 400,000 guests visited in the first 12 months.
1964
SEAWORLD
March 21, 1964 San Diego SeaWorld opened
SeaWorld Orlando opened after the Walt Disney World Resort in Orlando.
Harcourt Brace Jovanovich, Inc. (HBJ) purchased the company
1973
1978
December 15, 1973 Orlando SeaWorld opened
SeaWorld San Antonio opened just a few miles outside of San Antonio. Growth has pushed the city outwards.
1988
May 27, 1988 San Antonio SeaWorld opened
Busch Entertainment was sold to the Blackstone Group and subsequently renamed SeaWorld Entertainment.
2009
An experienced female trainer at SeaWorld Orlando, Dawn Brancheau, was killed by killer whale Tilikum shortly after a show in Shamu Stadium.
2010
The Blackfish film was released, which documents the history of Tilikum
2013
SeaWorld announced plans to build bigger tanks for its orcas
SeaWorld admitted that it had been sending its employees to pose as activists to spy on animal rights organization PETA.
CHAPTER 1
SeaWorld Business’ Developing Trend
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SeaWorld has made a historic announcement today that it will end its breeding program.
2014
2016 2016
July 19, 2013 Documentary film
California Coastal Commission vote PETA supporters voice their opinions
YESTERDAY
2009, Orlando Tilikum during performance
SEAWORLD
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CHAPTER 2
TODAY
VISUAL STRATEGY GUIDE
TODAY
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CHAPTER 2
VISUAL STRATEGY GUIDE
2.1 SEAWORLD’S BUSINESS CURRENT BRAND IMPRESSION FOR SEAWORLD After more than 50 years of development, SeaWorld became a leading theme park and entertainment company delivering personal, interactive and educational experiences that blend imagination with nature and enable our guests to celebrate, connect with and care for the natural world we share.
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Mission statement
SEAWORLD
To apply basic physiological research efforts and state-of-the-art reproductive technologies toward wildlife species management and conservation.
TODAY
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CHAPTER 2
VISUAL STRATEGY GUIDE
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SeaWorld Today
SEAWORLD
Today, there are three SeaWorld parks in the U.S., including the original San Diego, Calif. location, and parks in Orlando, Fla. and San Antonio, Texas. We also created more parks that connect guests with marine life in new ways. The exclusive Discovery Cove® in Orlando is a tropical oasis where guests can swim with dolphins and other sea life. Aquatica SeaWorld’s Waterpark™, with locations in Orlando, San Antonio and San Diego, combines water park thrills, nature and animals for a unique family experience. The parks’ up-close animal encounters, educational attractions and innovative entertainment are designed to inspire guests of all ages to celebrate, connect with and care for the natural world around them.
CHAPTER 2
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SeaWorld Crisis The parks’ marine mammal collections have been the subject of public debate over the years. The 2013 documentary film Blackfish, produced after a SeaWorld Orlando trainer was killed by one of the park’s killer whales, increased the scrutiny and has led to decreases in attendance, profits, and the company’s share price. It is a major theme park competitor to Six Flags, Cedar Fair, Walt Disney Parks & Resorts, and Universal Parks & Resorts.
TODAY
In 2016, SeaWorld announced that they would end their in-park breeding programs, and eventually phase out their killer whale shows altogether.
VISUAL STRATEGY GUIDE SEAWORLD
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2.2 BRAND PICTURE CURRENT BRAND IMPRESSION FOR SEAWORLD The current image for SeaWorld is about water and tanks. It is a theme park for family together to watch a giant fish show, or encounter with some sea animals.
TODAY
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CHAPTER 2
VISUAL STRATEGY GUIDE
2.3 COMPETITORS CURRENT COMPETITORS SeaWorld meets people’s need on getting close to water or have some fun with family members by watching animals. There are many companies and facilities that give people same experience. The current competitors includes local water parks and zoos.
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Carnival Cruise Line Carnival is the Every cruiser’s line offers affordable cruise trips to popular destinations.
SEAWORLD
Disney’s Typhoon Lagoon Water Park A park that let you have fun with water involved activities.
Morey’s Piers and Beachfront Water Parks Right next the beach that has different rides for different ages. Also offer different food and snacks.
St. Louis Zoo The St. Louis Zoo is home to more than 600 species and covers 90 acres of the 1,371-acre park.
CHAPTER 2
Noah’s Ark Water Park
Lincoln Park Zoo
Different water slides with friendly stuffs. Great place for family visit.
One of the country’s only free admission zoos. Open 365 days a year.
Royal Caribbean International
Holiday World & Splashin’ Safari
Cruise ship that offers on board activities for both parents and kids with different ages.
Different rides on both land and in water. A regional theme park in Santa Claus, Indiana.
Water Country USA
Houston Zoo
This water park had a large number and variety of rides. Compare to others, it has very short waiting lines.
Carnival is the Everycruiser’s line offers affordable cruise trips to popular destinations. TODAY
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VISUAL STRATEGY GUIDE
2.3 COMPETITORS ADJACENT COMPETITORS The current competitors for SeaWorlds are mainly all kinds of amusement parks. They usually take large piece of land and in order to help family to have a short trip away from home. To differentiate themselves from other amusement park, SeaWorld use large sea mammal show to attract visitors. It is the only park which offers orcas’ show in the U.S.
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SEAWORLD
Disney World
Universal Studio theme park
One of the most competitive franchised theme parks around the world. It is a great place for family for everyone to enjoy themselves.
It is a film studio and theme park. The film theme and film characters are what they use to attract visitors.
Six Flags
Six Flags
Enormous amusement park filled with high-speed roller coasters & rides, plus wildlife attractions.
Legoland is a chain of Lego-themed children’s/family theme parks. The parks are marketed to families with younger children.
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Cedar Point It is the only amusement park in the world with five roller coasters taller than 200 feet .
Knoebels Amusement Resort It is and has been America’s largest free-admission park for 90 years of operation. It is a family-owned amusement park.
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Dolphins Plus
It is the largest amusement and water park in the Midwest.
Dolphins Plus offers a variety of marine mammal interaction programs.
Knott’s Berry Farm
Hershey Park
The park features 40 rides including roller coasters, family rides, children’s rides, water rides, and historical rides.
Simpler, smaller, and cleaner than most amusement parks which is a big sell for some families looking for a less hectic environment. TODAY
Paramount’s Kings Island
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CHAPTER 3
CHAPTER 3
TOMORROW
TODAY
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VISUAL STRATEGY GUIDE
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3.1 OUR MISSION THE NEW DIRECTION AND NEW FUTURE
SEAWORLD
As time passing by, SeaWorld need to re-consider its business structure and direction in order to better serve its purpose. Therefore, a new mission for SeaWorld is here to lead the future image of the company.
CHAPTER 3
NEW MISSION STATEMENT Spread awareness on the importance of marine ecosystem through public involvement in order to better protect marine animals. In the end, build a sustainable relationship between human and sea lives for the continuing benefit of the planet.
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BRAND SOUL Build an sustainable relationship between human and marine lives.
The SeaWorld is going to divide its company into six different branches to better serve its new mission. All business, products, locations will be considered around protecting, preserving, helping marine animals. Tanks will be abandoned, and SeaWorld is not going to hold any fish performance to attract visitors. In the future, SeaWorld is going to partner with research center, university labs, environmental organizations to co-branding and work together to protect the sea world.
TODAY
REBRANDING OBJECTIVE
VISUAL STRATEGY GUIDE SEAWORLD
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3.2 NEW BRAND PICTURE NEW BRAND IMPRESSION FOR SEAWORLD The new brand image for SeaWorld is about education, science, research. Instead of capturing marine animals into tank, the new SeaWorld will bring people into the ocean.
TODAY
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CHAPTER 3
VISUAL STRATEGY GUIDE
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4 3.3 AUDIENCE
SEAWORLD
OUR FUTURE TARGET AUDIENCE The target audience for SeaWorld will shift from family with small children to all people that care about the environment, people that would like to learn more about marine animals. From 1 to 5 are SeaWorld’s target audiences, but number 6 is the outlier.
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TODAY
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CHAPTER 3
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CHAPTER 3
COURIOUS KID Favorite class is science
10 years old
Boy Scouts Member
Male
Has 1 older brother
Primary school student
Lives in Atlanta With parents
1.
Robert always asks all kinds of questions, because he is curious on everything.
2.
Robert has been asking to have a dog as pet for long time, since he loves animals. He thinks that all the animals are cute.
3.
Robert loves weekend not only because he doesn’t have school, but usually his parents will have time to play with him.
4.
He loves Iron man because he and his friends think it is super cool to have super power and go save the world.
5.
He learns how to use electronic products in very short time. He even feels that he is better at it than his older brother.
6.
He has a lot dreams for future but this week he wants to be a scientist, because teacher told them story of Thomas Edison.
7.
He doesn’t like shower but he still like bath, because he can play his boat in the bathtub.
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TODAY
Gautam Sodhi
SEAWORLD
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CHAPTER 3
SOCCER MOM Single mom
32 years old
Lives Orlando
Female
Annul income: $70,00
Nurse
7 years old daughter
1.
Susan almost buy everything that her daughter wants, since she doesn’t want her feel different living only with mother.
2.
Susan ask her daughter to learn how to take care of their cat because she thinks that it is important to be sympathetic for kids.
3.
Susan talk to her daughter every night on bed to share their feelings to build good relationship.
4.
Susan communicate with her daughter’s teachers often to see how she does in school. She thinks that studying is very important.
5.
Susan like to make smiling face on breakfast pancake to make it fun for kid to eat.
6.
Susan send her daughter to art classes to be creative.
7.
Susan takes her daughter to meet with her family members very often because she believes that family is the most important thing in her life.
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TODAY
Susan Davis
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CHAPTER 3
INDUSTRIOUS MASTER African American
45 years old
Married
Male
Lives in Dallas
Partner at architecture firm
19 years son and 12 years
1.
Paul works very long hours everyday, so his wife take care of their kids for most of the times.
2.
Paul sent his kids to best private school in order to get the best education. He believes that his success is from studying hard.
3.
Paul always regrets that he could not spend more time with his family. Therefore he tries to take them on one trip every year.
4.
Paul always encourage his kids to participate on different school events and trips to learn more than from the books.
5.
Paul still keeps the old family tradition for making Christmas card with family picture. He think it is a great way for keeping family memories.
6.
Paul always feel happy to give his kids money for buying books. Paul reads news everyday, and he worry about that pollution may affect his kids’ health.
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TODAY
Paul Anderson
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VISUAL STRATEGY GUIDE
CHAPTER 3
SILENT TEENAGER Speaks English and Spanish
17 years old
2 younger sisters and 2 younger brothers
Female
Lives in Minnesota
High school student
Has a part time job at local clothes shop
1.
Barbara can talk to her friend on phone hours but sometimes doesn’t have patient to answer “Yes” or “No” from parents. It because she feels that they don’t have common words.
2.
Barbara writes diary everyday and lock it inside of her drawer because she keeps some secrets in it.
3.
Barbara like to go out with friends because if she stays home, her mom will ask her to take care of her younger sisters and brothers.
4.
She likes to go to ocean because the place she lives is so far away from it.
5.
She wants to be independent as soon as possible, then she can do more things that she likes.
6.
She starts to wear make up but her mom dislike it.
7.
Barbara is not sure what she would like to do in the future but she has thought about becoming an artist. Since her art teacher always says that she has talent on it.
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TODAY
Barbara Moore
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Jennifer Miller
Single
28 years old
Like to travel
Female
Lives in Minnesota
Sales Manager
Annul income: $100,000
1.
Jennifer has a lot of friends because she is good at communication and talk to new people.
2.
Jennifer travels to different places with her boyfriend and friends during holiday to get away from work.
3.
Jennifer carefully separate her garbage before she throwing everything because she is a environmentalist.
4.
She donate $1 when she check out at convenient shop with her credit card.
5.
Jennifer goes to bar with friends on Friday night to relax and meet up with new friends.
6.
Jennifer likes to read novel on her Kindle when she eats breakfast.
7.
Jennifer love to go on vacation at warm place because the winter in Chicago is too cold.
CHAPTER 3
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TODAY
WHITE COLLAR
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VISUAL STRATEGY GUIDE
CHAPTER 3
AGORAPHOBIA GEEK Education level: high school
35 years old
No stable income
Male
Lives in a small village away from Seattle
Freelancer on programing
1.
James lives with his parents and work on computer all day long. His parents still cook for him, do all the housework, take care of him like he is still a kid.
2.
The only hobby he has is playing video games all night. He is disconnected from the real world.
3.
James is scared of the outside world, which makes him very nervous.
4.
James has never had a plan to travel, since he is not interested in leaving his house at all.
5.
James doesn’t update his social media. He created facebook account just for logging in different game app on his phone.
6.
He feels more comfortable to talk to people online than talking face to face.
7.
He is still single and he has never dated a girl. But he doesn’t feel it is a problem.
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TODAY
James Brown
VISUAL STRATEGY GUIDE
3.4 COMPETITORS ASPIRATIONAL COMPETITORS The aspirational competitors are brand that inspire me to rebrand SeaWorld to better present its original soul. Those brand, are educational brands that being responsible to the environmental issues.
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JOHN PENNEKAMP CORAL REEF STATE PARK
PRANA WILDLIFE PARK
The first undersea park in the United States that take visitors to get closer to marine lives.
Compare to regular zoo, this park put visitors in to ”cage” not wild animals.
SHANGHAI OCEAN AQUARIUM
MONTEREY BAY AQUARIUM
The aquarium also houses the longest underwater tunnel on the planet, measuring 509 feet.
The perform inside of the aquarium are only done by human actors and actresses.
CHAPTER 3
ANTARCTIC AND SOUTHERN OCEAN COALITION It works on five continents to stop the Illegal, Unregulated and Unreported (IUU) fishing that is dramatically depleting toothfish stocks.
THE CENTER FOR ANIMAL REHABILITATION AND EDUCATION C.A.R.E has been dedicated to rescuing abused, orphaned, and injured baboons and rehabilitating them so that they may be released back into the wild.
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A place not only for visitors but for people to volunteer and get involved with panda protection.
USHAKA MARINE WORLD A marine-themed park in Durban, South Africa. It has the largest aquarium on the continent.
KENNEDY SPACE CENTER
NATIONAL MARITIME MUSEUM
It integrated research, experiment, and entertainment together at a single location.
The National Maritime Museum leads the list with its finest collection of marine exhibits
TODAY
GIANT PANDA BREEDING RESEARCH BASE
VISUAL STRATEGY GUIDE
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Image Source http://www.seaworldofhurt.com/features/ten-things-didnt-knowseaworld/ http://thenobelexperiment.tumblr.com/post/22348368521/aerialview-of-sea-world-san-diego-ca-1964 http://www.cleveland.com/entertainment/index.ssf/2016/03/sea_ world_ohio_old_photos_of_c.html http://citrashield.com/portfolio/sea-world/ http://articles.latimes.com/2014/apr/03/business/la-fi-seaworldattendance-20140404
SEAWORLD
History Source http://www.seaworldofhurt.com/features/ten-things-didnt-knowseaworld/ https://en.wikipedia.org/wiki/SeaWorld https://seaworldentertainment.com https://www.tripadvisor.com http://www.fodors.com/news/photos/americas-10-best-zoos
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Design
Ximan (Cathy) Cui
Class
Nature of Identity
Instructor
Hunter Wimmer
School
Academy of Art University
Epson 3880 Pro
Paper
Moab Entrada Rag Natural 190
Copyright Š 2016 Ximan (Cathy) Cui ximancui@gmail.com cathycui.com This book is a non-commercial project for education purposes and is not intended to represent the SeaWorld brand. All rights are reserved. No part of this publication may be produced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Ximan (Cathy) Cui