Explaining the science behind The Garden

CHALLENGE

The Royal Botanic Gardens Sydney is a beautiful and relaxing place to visit. But it’s also one of Australia’s leading scientific institutions, conducting vital research into some of the most critical biodiversity challenges facing humanity. Hulsbosch was tasked with creating a multi-touchpoint campaign that positioned The Garden as a global leader in science and innovation. The aim was to educate visitors and Government Institutions about the vital role The Garden, and plant science, plays in ensuring the quality of life for future generations.

IDEA

The Hulsbosch team created ‘The Vital Science’ brand idea that was used as a framework to communicate, and emphasise, the active output of the scientists and horticulturists. Through a simple graphic language, and a two-step language structure, the campaign emphasised The Garden’s invaluable contribution to humanity, and highlighted the consequences of neglecting plant science.

IMPACT

The Royal Botanic Garden Sydney campaign launched with a series of activations to coincide with the 10-year celebrations of the annual outdoor lighting festival VIVID Sydney. The campaign helped secure immediate State Government funding, as well as support for future research projects and outdoor exhibitions, such as the “Science Story Walk”. In addition, the compelling new-look brand system allows The Gardens to compete on a global stage for donation opportunities offered via philanthropic contribution and corporate sponsorship.

“The Gardens were opened in 1816 and Hulsbosch has successfully continued the story of the brand. Hulsbosch has delivered an exceptional brand campaign that helps demystify but also connect people, across many touch points, with the issues of nature today. It gives strength to our position and deliberate voice for the future. It’s a case of brand saving science.”

Anthony Dunsford, Director Visitor Experience
Royal Botanic Garden Sydney

OTHER WORK