Explore a world more wonderful
Client
Hamilton Gardens
scope
Brand
Identity
Strategy
All Projects
sector
Civic
The Background
Hamilton Gardens sought to elevate its visitor experience with a new arrival centre and the introduction of paid entry, aligning with its international reputation. However, the existing brand lacked a cohesive narrative and identity. To support its status as a destination, a new brand strategy, identity, and wayfinding system were needed. We collaborated with Hamilton City Council and mana whenua to develop a cultural narrative and brand strategy that invites visitors to "explore a world more wonderful," immersing them in the unique stories of each garden.
The Strategy
To reinforce the brand, as a team we introduced the "kete" concept, likening the Gardens to a woven basket that holds diverse cultural gardens. This concept was visually represented through radially repeated, flower-like formations, using isolated garden elements. These arrays not only attract attention but allow flexibility in representing gardens still in development. The supporting duotone imagery, with stippling textures, enhances the historic aesthetic, adding depth to the promotional visuals. Custom icons for each garden assist in wayfinding and ensure universal accessibility, aligning with the brand’s values of clarity and inclusivity. The Hamilton Gardens' pattern suite has been created in collaboration with local iwi to celebrate and reflect the gardens' core values. Each design embodies a specific value—Manaakitanga, Kaitiakitanga, and Maaramatanga—offering visitors a deeper connection to the Gardens' mission and heritage.
The Outcome
The new brand story and refined identity positions Hamilton Gardens as a unique cultural and botanical destination, delivering a unified experience that is both welcoming and memorable. Visitors now experience a more immersive journey, supported by visual cues and narratives that resonate with the Gardens' historic and cultural essence. This redefined branding enhances the Gardens' reputation, making it both accessible and internationally recognised as a destination worth exploring.
Credits
Matter by Displaay
Freight by Joshua Darden
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