The Vital Science

CHALLENGE

The brand positioning set-out to expand perceptions and experiences of The Garden from being both a beautiful, relaxing place to visit with stunning horticultural displays, but also an authority synonymous with scientific research and innovation.

The challenge was to create a campaign that helps demystify but also connect people, with the issues of nature today. Building relevance for The Garden as a vital centre of science and provide a platform to educate and market the applied value of plant science to multiple audiences across many touch points.

IDEA

The compelling brand idea ‘The Vital Science’ emphasises the active output of the scientists and horticulturists, not the location where it’s done. It’s an overarching framework to enrich awareness and make people really think about ways to safeguard their futures.

The new brand communications signal the start of a transforming new era for The Gardens – from one as guardian and custodian – to courageous contributors of plant science and the broader conversation about sustaining our quality of life.

IMPACT

The Royal Botanic Garden Sydney brand launched with activations in The Gardens from May 2018 and continued throughout June to coincide with the 10 year celebrations of the annual outdoor lighting festival VIVID Sydney.

The Gardens are well positioned for proposed state government funding application and support for future projects such as an outdoor exhibition the “Science Story Walk”.

In addition, utilising a compelling new look brand system the botanical gardens are able to compete as one of Australia’s leading scientific institutions, 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