Trope Collaborative
Solving. Applying. Performing
Starting Point
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.

Exploration
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.

Solution
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.
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ZeroZero: Proposed Logo
1 | Theater & TV
     commercial
The Jellies commercial merges the graphic look of the campaign with the ambient sound of the exhibit. The Shedd design team worked with director David Orr and Story, Chicago.
click to enlarge image
Image of installation at Museum of Contemporary Art
2 | 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.
Tilt shift photo of Statue of Liberty
3 | 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.
Image of light contrasting in an otherwise unremarkable space creating an interesting focal area
4 | 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.
Trotter thumbnail 5 Trotter thumbnail 6 Trotter thumbnail 7 Trotter thumbnail 8
Image of coulds processed as an homage to old-style camera images
5 | On Site Banners
The front of building banners, clearly seen from Lake Shore Drive, followed the campaign style.
Image of installation at Museum of Contemporary Art
6 | Street Banners
Campaign street banners were hung in key locations around the city, as well as the airports.
Tilt shift photo of Statue of Liberty
7 | Microsite
A flexible microsite was developed to support additional information. This allowed new jellies that seasonally joined the exhibit to be easily incorporated.
Image of light contrasting in an otherwise unremarkable space creating an interesting focal area
8 | Double Decker
     Tour Buses
Two Chicago Trolley & Double Decker Company tour buses sported Jellies graphics from Memorial Day until Labor Day.
Jellies thumbnail 8
Image of coulds processed as an homage to old-style camera images
9 | 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.
© 1994-, Trope & EN Collaborative, Inc. or referenced companies or authors. All rights reserved.
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Charlie Trotter Book Covers, second and fifth.

Brand Systems
Jellies
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.
3/9

Charlie Trotter Book Covers, second and fifth.

Brand Systems
Jellies
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.
4/9

Charlie Trotter Book Covers, second and fifth.

Brand Systems
Jellies
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.
5/9

Charlie Trotter Book Covers, second and fifth.

Brand Systems
Charlie Trotter Cookbooks
The front of building banners, clearly seen from Lake Shore Drive, followed the campaign style.
6/9

Charlie Trotter Book Covers, second and fifth.

Brand Systems
Jellies
Campaign street banners were hung in key locations around the city, as well as the airports.
7/9

Charlie Trotter Book Covers, second and fifth.

Brand Systems
Jellies
A flexible microsite was developed to support additional information. This allowed new jellies that seasonally joined the exhibit to be easily incorporated.
8/9

Charlie Trotter Book Covers, second and fifth.

Brand Systems
Jellies
Two Chicago Trolley & Double Decker Company tour buses sported Jellies graphics from Memorial Day until Labor Day.
9/9

Charlie Trotter Book Covers, second and fifth.

Brand Systems
Jellies
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.