Good branding is an emotional experience.
We don’t mean that successful branding has to bring you to tears. But it will resonate with your internal values; maybe even bring up ones you didn’t know you had. Missouri Botanical Garden has emotional experiences in spades. We just need to make sure all that fervor is harnessed by laddering back up to our larger mission. That’s where your brand’s values and consumers' beliefs most overlap.
Our creative strategy is to give the entire Missouri Botanical Garden organization global significance by creating a deliberate parent brand that is separate from the three attractions, graphically and/or verbally.
The parent brand will live and breathe the organization's high-level responsibility to discover, share, preserve and protect plant life for generations to come. The venues will thusly be freed to do their own marketing work in order to continue to become more attainable and entertaining to the common person, driving attendance.
With our hierarchical naming perspective in place, we're providing three example solutions that establish a parent brand and corresponding attraction names that further simplify the overall system.
There are two ways to introduce a parent brand and everything that lives within its reach.
Our team has explored both via parent brand logos that stand for all attractions (which are addressed through typography), and families of logos that let the attractions speak for themselves but call back to the parent brand via type.
To note:
For the purpose of this proposal document, we will be using Shaw Botanic Institute as a placeholder for the parent brand name. This is not necessarily a recommendation, but a way to provide consistency.
To view the full breadth of our strategic, visual and written branding explorations for your RFP, please click this button:
Want to Know More?
As your agency partner, Paradowski will work alongside your internal teams to produce work that embodies the rich history of the brand, celebrating its remarkable venues and the conservation efforts of your local and international initiatives across the globe.
We built a website—we mean, an experience— where you can find out more about the agency, our work and all the people who really make this place unique.
