Hortus Botanic Guardians
Just before the summer of 2016, the Dutch Association of Botanical Gardens approached Koeweiden Postma for a pitch. The assignment was to develop a logo, identity and pay-off for the joint activities of the gardens, including a campaign concept and a media plan. The communication trajectory is aimed at increasing the awareness and accessibility of the gardens.
In the Netherlands there are 24 botanical gardens, including the greenhouses and gardens of Artis, Burgers’ Zoo and Blijdorp, each with their own identity. The brand and communication project was the final part of a multi-annual project aimed at improving cooperation between the gardens, a good inventory of the national collection and clearer profiling. Together with the Waag Society, the parties involved are working on making the collection accessible in a contemporary manner by means of an app containing all the flowers and plants, specifications, origins and all additional stories. The entire project is sponsored by the Nederlandse Postcode Loterij (Dutch Postcode Lottery).
Koeweiden Postma together with Globrands and TheBrandHotel developed ‘Hortus Botanic Guardians’: a brand that welcomes all interested people. A coalition with room for other parties. Parties who believe in the importance of biodiversity conservation. Inspiration for the visual identity emerged from the concept of ‘guardian’ or ‘protector’. This opened up a world of coats of arms, stained glass and the colorful, symmetrical work of Gilbert & George.