
Crystal Wise
Yes, the Fort Worth Zoo has a lot going for it: a robust and diverse array of species; incredible conservation efforts; top-shelf animal enclosures; and a baby [fill in blank with almost any animal]. These are all reasons the zoo consistently ranks as one of the best in the nation. But something we might take for granted, it’s also one of the best-looking zoos in the nation.
Much of this is thanks to Kendall Smith, the zoo’s graphics manager. All the impressive signage you see, info cards you read, or decorations you admire that immerse you in a particular space, well, Kendall likely had a big hand in that.
And, since he’s been at the zoo for eight years, his artistic fingerprints are quite literally all over the place.
Born and raised in the East Texas town of Lufkin by two creatives, a graphic designer and an interior designer — the proverbial apple does not fall far from the tree — Kendall says he grew up in a highly artistic environment that promoted creativity. But, like many small-town kids, he was ready to leave by the time he reached college age and headed to the bright lights of Fort Worth and TCU in 2012.
Electing to do a one-eighty from his childhood, Kendall initially pursued a degree in business entrepreneurship. “I kind of just freaked out after about a year,” Kendall says. “So I transitioned into graphic design and finished out in 2016. And then I think a month later, I started [at the Fort Worth Zoo].”

Crystal Wise
So, this was your first job after college?
“Yeah, I moved two miles from where I went to school.”
During what he considers his first stint at the zoo, he’d start off as a graphic artist right when the zoo kicked off its Wild Vision campaign — a $130 million, 10-year overhaul and renovation of the entire zoo. But, as he explains it, such ambitions at a nonprofit means your job entails far more than graphics.
“Our being a nonprofit, I think that there’s a great opportunity to wear many hats,” Kendall says. “And I would say every department really thrives on getting the chance to be an asset in many different ways.”
But, when working on graphics, Kendall works in tandem with a larger advertising agency, Schaefer, to make sure there are consistencies in art. Some projects, however, are done entirely in-house. One of the examples he provides is the Savannah logo, which welcomes visitors to the African portion of the zoo.
In 2020, when the pandemic hit and the Fort Worth Zoo temporarily shut down, Kendall took the opportunity to fulfill a dream. He and a friend bought a bus with some COVID relief money, flipped it, and “headed out west with no real direction.” With the zoo allowing him to do freelance work remotely, Kendall would spend 11 months on the road and visit 17 national parks.
“It gave me the chance to see a lot of things I never thought I would see.”
And, once he returned Fort Worth, he returned to work at the Fort Worth Zoo.
“It’s a really special place to be,” Kendall says. “It’s been a blast and a dream come true. I’m so stinking grateful, and it’s been a wild and magical ride.”
By The Way ...
Kendall’s Favorite Local Bites
Quesataco with Consome
- Birreria Y Taqueria Cortez
Fried Frog Legs, Caviar and Vodka
- Paris 7th
Rebecca Sandwich
- Carshon’s
Gyro, Babaganush, Cigar Borek
- The Flying Carpet
Fried Chicken, Collard Greens
- Drew’s Place
From the Feed

1. Smith Fam on the road to Hana in Maui.

2. Baby me at the Fort Worth Zoo.

3. Conrad in the redwoods.

4. Colby and me at the Grand Canyon.

5. My sisters.

6. Latest great meal at St. Martins in Old East Dallas (get the Champagne Brie Soup!).

7. The most magical zoo crew.