Naming with Heart
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Naming with Heart ⁕
Saint Louis Zoo
How the Saint Louis Zoo Created an
Inclusive Future for Their Children’s Zoo
The Situation
The St. Louis Zoo was preparing to rename its children’s zoo ahead of a major future construction project. The challenge was to find a name that felt welcoming and inclusive to the diverse families of St. Louis, while respecting the perspectives of Zoo stakeholders.
The Opportunity
This wasn’t just about picking a new name — it was a chance to reflect shared values and create a connection with families from all backgrounds, including those often underrepresented.
The Change
Through a carefully designed process involving in-person focus groups with diverse families and follow-up stakeholder surveys, we uncovered names that truly resonated. This collaborative approach ensured the final name honored the experiences of the community the Zoo serves.
The Result
The Zoo and stakeholders aligned on values across the board, agreeing on a name that better represents all St. Louis families and sets the stage for an inclusive and exciting future.
Why It Worked
By putting families at the heart of the project and using proven psychographic techniques to gather honest feedback, we ensured the new name would feel meaningful and welcoming to those it matters most.