How do you develop a flexible visual identity for a multi-faceted tourist attraction?

Ness Botanic Gardens

-Liverpool University

Brand Identity, Architecture and Deployment

Background

The award-winning Ness Botanic Gardens may have been gifted to the University of Liverpool in 1948, but it has been a gift to British gardening since its inception in the 1900s. Founded by Arthur Bulley, his legacy lives on throughout the visits, memberships, educational activities, research and weddings that take place at the gardens today.

The aim

This multi-faceted client required a flexible visual identity, encompassing the variation of each department as well as the overarching brand. Ness Botanic Gardens needed a brand that would appeal to current and future members, stakeholders and target audiences including children, families and nature lovers to attract and engage visitors.

As a tourist attraction with a vast catalogue of branded collateral, the visual identity had to be versatile in design in order to translate across all print and digital assets including activity packs for children, pull-up banners and brochures.

'What is compost?' leaflet resting against the base of a large tree in the grass

Young girl in sunhat looking at worms in a plastic container which is being held by an adult out of frame

Standing board in a garden promoting Ness Botanic Gardens' Annual Flower Show

Creating the visual identity

With 64 acres of beautiful gardens, seasonal events and workshops, Ness is designed for the whole family to enjoy. So, we developed the visual brand identity, including colour palettes, sub-brand styles and graphic assets, that offer flexibility to differentiate between the wide range of services offered by Ness whilst featuring illustrations that represent the gardens’ natural beauty.

Brand rollout

With a solid brand identity in place, we currently support Ness with digital and print design, signage and digital advertising. And it’s all about bringing the outside, in. We ensure the plants, wildlife and breathtaking views of the gardens dominate all customer touchpoints including the café menus, wedding brochure and social ads, as well as the quarterly member newsletter, The Gentian.

Two flyers on a dual pink and blue background advertise a Children's Easter Colouring Competition by Ness.

Close-up of a purple allium flower in sharp focus.

Young girl looking through magnifying glass at plants in planting bed

Winter Trail Activity Booklet close up showing Ness bingo and quiz

Promotional A4 brochure mockup for Ness Botanic Gardens, showcasing the garden's 125-year history with photos and milestones.

Digital advertising

It’s a fact that wedding venues have fierce competition across the whole of the UK. So, Ness took a different approach to traditional advertising. They went digital. Targeting couples that got engaged over the festive period, we created a social ad that reached over 3,000 people and captured 25 leads.

Open brochure layout showing seasonal event flyers for Ness Botanic Gardens, with colour palettes and garden photography for each season.

Stack of 'The Gentian' magazines with pink Echinacea flowers on the cover, on a soft pink background.

Daily cafe menu on a clipboard with a fresh sprig of rosemary, presented on a rustic wooden board with a pink background.

Promotional roll-up banner for Ness Botanic Gardens featuring a bride and groom, on a white background.

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