Hulsbosch Repositions Australia’s Oldest Botanic Gardens

For the first time, the Royal Botanic Garden Sydney has embarked on a strategic journey to reposition itself as one of Australia’s leading scientific institutions via brand and design agency Hulsbosch.

The brief for the new brand campaign was to expand perceptions and experiences of the garden from being both a beautiful, relaxing place to visit with stunning horticultural displays, but also a brand synonymous with scientific research and innovation.

Through its leading horticultural and scientific expertise, the Royal Botanic Garden Sydney is a living lab, helping to deliver real solutions to some of the world’s most critical environmental and biodiversity issues, vital to the quality of life for generations to come.

To drive the garden’s strategic brand communications and marketing campaigns, the new brand campaign focused on a wide-ranging creative opportunity to build relevance for it as a vital centre of science.

In addition, the Royal Botanic Garden Sydney wanted to provide a platform to educate and market the applied value of plant science to multiple audiences.

Hulsbosch based its approach on an extensive research program to gather and provide insights from stakeholders, supporters and volunteers of the Royal Botanic Garden Sydney.

The communications audit was also accompanied by a review and a measurement of brand differentiation with local and global botanic competitors in the space of authoritative science-driven activity.

Anthony Dunsford, director of visitor experience at the Royal Botanic Garden Sydney, said: “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 touchpoints, 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.”

Jaid Hulsbosch, director of Hulsbosch, said: “It’s 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.

“The compelling and inspiring brand idea ‘The Vital Science’ reinforces and importantly emphasises the active output of the scientists and horticulturists; not the location where it’s done.

“It’s an overarching communication to enrich awareness and make people really think about ways to safeguard their futures.”

The four-tier creative campaign also confronts the audience with challenging statements that refer to the high-level implications if plants disappeared, as well as celebrating the garden’s ‘Science Rock Stars’, as they are instrumental to the ground-breaking research and progress being made in plant science today.

The brand launch is now live, with activations in the garden from May and continuing throughout June to coincide with the 10-year celebrations of VIVID Sydney.

The roll-out includes consistent branding for all of the garden’s programs and activities with an inventory of double-sided flags, gate banners, entrance posters and A-frame signage

In addition to a full suite of merchandise will be new digital assets for the Royal Botanic Garden Sydney website and social media platforms.

CREDITS

Agency: Hulsbosch

Executive creative director: Hans Hulsbosch

Director: Jaid Hulsbosch

Strategy director: Brent Heatley

Copywriter: Chris Round

Senior account director: Laura Dewey

Account executive: Amy Rush

Senior graphic artist: Vivienne Buls

Finished artist: Gavin Prentice