AFH Design

What AFH Design does

AFH Design, LLC is a boutique architectural and interpretive design consultancy headquartered in Saint Louis, Missouri, founded in 2005 by architect Ana Hernandez. The firm specializes in master planning, exhibit design, and interpretive theming for zoos, aquariums, parks, and conservation organizations, with a portfolio spanning the United States, Colombia, Ecuador, and Turkey. Core service lines include comprehensive master planning, full-service exhibit and habitat design, and interpretive design that creates educational visitor experiences through themed architecture, interactive elements, graphics, and wayfinding systems.

The firm's core technology is domain-specialized expertise in zoological park design, including knowledge of animal welfare, naturalistic habitat construction, and immersive environmental storytelling. Notable projects include a 110-acre biopark in Pereira, Colombia; a 25-acre master plan for Cali Zoo; the River's Edge Addition at Saint Louis Zoo; and framework planning for the Saint Louis Zoo expansion that won an American Planning Association "Outstanding Plan" award. The firm maintains professional memberships in AZA, NAI, and ALPZA, and frequently partners with larger architecture firms (GLMV Architects, SWT Design) and themed entertainment firms (Jco LLC) on projects.

AFH Design operates on a project-based professional services model, generating revenue through fixed-price contracts for master planning, schematic design, construction documents, and construction administration. The go-to-market is sales-led, relying on direct engagement with institutional clients including zoo directors, municipal park departments, and conservation organizations. The firm is founder-controlled with no external investors, and brings in specialists as needed for specific projects. Geographic reach is global across the Americas and select international markets, though the core team remains small (1-10 employees).

Name

AFH Design

Legal name

AFH Design, LLC

Website

https://afhdesign.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

AFH Design is a boutique architectural and interpretive design consultancy based in Saint Louis, Missouri, providing master planning, exhibit design, and theming services for zoos, aquariums, parks, and conservation organizations across the Americas and Turkey.

Ownership category

akta.pro rank

Product category

Zoo and Aquarium Architectural Design Services

NAICS

Landscape Architectural Services (54132), Interior Design Services (54141)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Landscape Architecture & Site Design (BPAHAKAC)

Keywords

• Zoo master planning
• Aquarium exhibit design
• Interpretive design services
• Themed architecture consulting
• Conservation park planning

Headquarters

HQ city

Saint Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Architectural and Design Consulting: Project-based consulting fees for architectural planning, exhibit design, interpretive design, and theming services for zoos, aquariums, and conservation organizations. Revenue is generated through fixed-price project contracts for master planning, schematic design, construction documents, and construction administration.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

AFH Design provides architectural planning, interpretive design, and consulting services for zoos, aquariums, parks, and conservation organizations. The firm's work spans master planning, exhibit design, and interpretive theming—creating immersive, educational environments that connect visitors with wildlife while addressing animal welfare and sustainability. Services are delivered as bespoke project-based engagements to institutional clients.

Product overview

AFH Design offers a unified suite of architectural and consulting services for zoos, aquariums, and conservation-focused parks. The company provides three interconnected service lines: Master Planning for long-term zoo development and reorganization; Exhibit Design for habitat and visitor experience design; and Interpretive Design and Theming for educational graphics, interactive elements, and environmental storytelling. All services are unified by the firm's commitment to conservation messaging, sustainable design, and creating experiences that connect visitors with wildlife and wild places.

Differentiator

Problem solved

Functional benefit

Products and services

• Master Planning Comprehensive master planning services for zoos, aquariums, and parks including site organization, thematic division of zones, interpretive programs, circulation planning, revenue-producing venue design, and strategic development roadmaps. Offered to institutional clients such as municipal zoos and conservation-focused parks undertaking capital improvement or expansion projects.
• Exhibit Design Full-service zoo and aquarium exhibit design including habitat design, animal welfare considerations, visitor experience optimization, themed architecture, and construction documentation for individual animal exhibits such as otters, primates, butterflies, aquatic species, and large carnivores.
• Interpretive Design and Theming Interpretive planning and theming services creating educational experiences through graphics, interactive elements, signage, wayfinding, donor recognition, themed architecture, and immersive environmental storytelling that communicate conservation themes to zoo and aquarium visitors.

Quantifiable outcome

• Created premier attraction for Cali Zoo as part of Master Plan
• +1 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• GLMV ArchitectscoreStrategic or Co-development Partner · 1 January 2013AFH Design joined forces with GLMV Architects and Zoo Advisors to consult on educational aspects of the Little Rock Zoo Master Plan. This integrated team approach combined architecture, zoo operations consulting, and educational planning expertise.
• SWT DesigncoreStrategic or Co-development PartnerAFH Design participated as zoo designer on a team led by SWT Design (local planning firm) for the framework planning of the Saint Louis Zoo expansion. The collaboration combined AFH's zoo design expertise with SWT's regional planning capabilities.
• Jco LLCcoreStrategic or Co-development PartnerAFH Design was contracted by Jco LLC to provide interpretive design services for the River's Edge Addition at Saint Louis Zoo. Jco LLC specializes in theme parks and entertainment, and AFH provided animal habitat interpretive design within their themed environments.
• Jco LLCminorStrategic or Co-development PartnerAFH Design participated as designers for the aquatic area, wildlife and marine mammal exhibits for Jco LLC at Antalya Water Park, Turkey. The project involved novel marine animal interaction experiences.
• GLMV ArchitectscoreStrategic or Co-development PartnerAFH Design served on GLMV's team to provide master planning services to Roger Williams Park Zoo. GLMV led the overall project while AFH contributed zoo design expertise.

Scale indicators4 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• CLR Design: CLR Design provides exhibit, themed environment, and interpretive design for museums, zoos, and visitor attractions. Its exhibit and interpretive capabilities closely mirror AFH Design's portfolio of work.
• PGAV Destinations: PGAV Destinations is a master planning and design firm for zoos, museums, aquariums, and themed destinations. It competes head-to-head with AFH Design on zoo master planning and interpretive strategy for institutional clients.
• BRC Imagination Arts: BRC Imagination Arts designs immersive branded experiences for cultural attractions, zoos, and theme parks. Its interpretive storytelling and guest-experience design capabilities are directly comparable to AFH Design's immersive exhibit and theming work.
• Jack Rouse Associates: Jack Rouse Associates is a themed entertainment and experience design consultancy that advises on zoo, aquarium, museum, and attraction projects. Its strategic and creative advisory work parallels AFH Design's interpretive planning and master planning engagements.
• Cambridge Seven: Cambridge Seven is an architecture firm with deep experience designing aquariums, museums, and exhibit-driven visitor attractions. Its aquarium and exhibit work overlaps directly with AFH Design's interpretive and exhibit design services.
• Portico Group: Portico Group is an architecture and planning firm specializing in zoo, aquarium, museum, and cultural-institution design. Its master planning, exhibit, and interpretive services directly overlap AFH Design's core offerings for similar institutional clients.
• Hehr International: Hehr International is an exhibit design and production firm serving museums, zoos, and cultural institutions. Its specialty in interpretive exhibits, graphics, and interactive elements is highly comparable to AFH Design's interpretive and theming services.

Broad incumbents

• Thinkwell Group: Thinkwell Group is a global experience design and production firm serving theme parks, museums, zoos, and brand destinations. It is a larger incumbent with broader resources that overlaps AFH Design on zoo and aquarium experience design.
• HKS Inc. HKS is a major global architecture firm with a dedicated cultural and zoo/aquarium practice that delivers master planning and exhibit design. As a large incumbent, it competes with AFH Design for marquee zoological institution projects.
• CallisonRTKL: CallisonRTKL is a global architecture and design firm with significant experience in zoos, aquariums, and entertainment venues. Its zoo/aquarium portfolio and integrated design capabilities overlap with AFH Design's master planning and exhibit services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/afh-design-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about AFH Design