Adelaide Botanic Gardens

The current Adelaide Botanic Gardens branding proposes a few problems and challenges. The most prominent of which include, the gardens neglect a recognisable brand presence, and market themselves with a very corporate and safe identity. Their current branding works, however, the Gardens’ have been aligning themselves in the past couple years with events that are more colourful, fun, youthful, and visually stimulating, such as Illuminate and the Chihuly Nights exhibits. Due to these events broadening their target audience, the gardens had reached all time visitation numbers, during those times. It only makes sense for the Gardens’ to take advantage of this newfound modern perception, and update their branding to reflect a more contemporary, fresh, and forward thinking identity. This would target a wider audience, and even potentially educate and interest younger audiences through the Gardens’ various programs. Some goals I had to keep in mind throughout this project. Although updating the brand to fit within a more stimulating environment was the goal, the Gardens’ needed to retain a certain level of sophistication, as to not stray too far from their purpose and core values. This manifested in the idea of merging new and old, to create something fresh and unique. The new Botanic Garden brand now exhibits a captivating visual identity. It balances boldness and stimulation with a sophisticated, delicate touch. The new identity is now seamlessly integrated across all elements, ensuring a cohesive brand experience. From digital platforms to printed materials and physical signage, the new identity presents a unified and consistent presence.