For the first time, the Royal Botanic Garden Sydney has begun the process of repositioning itself as one of Australia’s leading scientific institutions.

It may be the beautiful relaxing place to visit that everyone knows, but the job of brand and design agency Hulsbosch is to add that it’s also a brand synonymous with scientific research and innovation.

In fact, the Royal Botanic Garden Sydney is a living lab through its leading horticultural and scientific expertise, 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. As well as highlighting the Garden’s importance as a vital centre of science, Hulsbosch’s campaign aims to educate and market the applied value of plant science to a range of audiences.

Anthony Dunsford, director visitor experience, Royal Botanic Garden Sydney commented, “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.”

Hulsbosch worked with the Garden to gather insights from stakeholders, supporters and volunteers and analyse local and global botanic competitors to build the foundations of the campaign.

Jaid Hulsbosch, director of Hulsbosch explained, “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 Vital Science brand statement anchors all Royal Botanic Garden Sydney executions but the key components of the brand campaign are the dramatic visual elements that support the bold headline statements.

All the communications rely on strong accompanying images that either hero real life scientific projects happening in The Garden, or the everyday, much-loved items that could be under threat if solutions are not provided as a global scientific community.

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, and their role in the research and progress being made in plant science today.

The brand launch will be supported by activations in The Gardens from May 2018 and continue throughout June to coincide with the 10^_year celebrations of Vivid Sydney.

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