Project Description: After several branding initiatives, there was a difference of opinions among the stakeholders as to the conclusions. Marvel was engaged by Desert Botanical Garden to clarify their brand strategy and positioning. A situation analysis, survey, and four stakeholder visioning workshops were held. The following is a summary of the project findings. Click on the headings for a description of each facet of the brand development process.
The starting point for the brand project is the organization's mission.
The Garden's commitment to the community is to advance excellence in education, research, exhibition, and conservation of desert plants of the world with emphasis on the Southwestern United States. We will ensure that the Garden is alway a compelling attraction that brings to life the many wonders of the desert.
A multi-faceted experience for everyone, Desert Botanical Garden is the world's largest desert living gallery, preserving and briging to life the curious, unusal and beautiful environment of the Sonoran Desert and Southwestern culture.
Discover our true nature
Brand Creative StrategyVisuals:
Cactus•Blooms•Wildlife People-All Ages•Painter Photographer•Birders Butterflies•Pottery
Greens•"not beige"•Red Orange•Purple•Yellow•Blue
Southwest•Discover•Unique Natural/Nature•Beauty/Beautiful Garden•Peaceful•Color Wonders•Escape•Learn Outdoors•Explore•Inspiration