I was asked to come in a work on the pitch for The Royal Horticultural Society. The RHS wished to align its Gardens and Membership communications and reflect their bold and confident vision ‘to enrich everyone’s life through plants, and make the UK a greener and more beautiful place’. The brief was to produce a new, singular campaign identity to work across all Membership and Gardens communications.
It was obvious from day one this objective to inspire the public to visit RHS Gardens through beautiful and high impact identity that in turn would drive conversion to membership on site through hard working and clear messaging wasn’t being achieved and I set to work. With use of macro photography to capture close-up, evocative, natural beauty that reflects the inspirational moments that visitors to the RHS gardens will experience was key. Each image becomes the palette for a garden and therefore a strong branding device that’s routed in authenticity.
Then with a strong campaign identity I moved onto creating a system for the large variety of comms which will be displayed through onsite collateral as well as press ads and out of home advertising and has since been adapted to each of the RHS Gardens. The client said, "One of the best pieces of work any agency had ever produced for the RHS."
Creative Director : Andy Kelleher
Branding & Creative : Alexander Lieven