Project Brief
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 Starting Point: The Mission Statement
Uncovering The Brand Values
Workshops were divided into two parts:
Part I. Exploration of Brand Dimensions: Heritage, Personality, Sensory Assets,
Emotional Benefits, Functional Benefits, Self- Expressive Benefits
Part II. Collage Development: Collages were assembled using images and text
from magazines that depicted their feelings about Desert Botanical Garden
Brand Cornerstones
Sonoran Desert Treasure
Unique, 50,000 plants, Exhibits, Horticulture, Preservation, Herbarium, Papagp Buttes, Sunsets, Sky, Southwest Culture, Natural Beauty, Authentic, Significant, Enduring
Opposite: Traditional Museum
Visionary Thinking
Legacy for the future, opportunity to be involved, research, enlightened, intelligent, aware, possibility, thought-provoking
Opposite: Conformity
Urban Oasis
Wildlife, excites all of the sense, unexpected bursts of colors, welcoming, artful, walking trails, connection to nature,sense of wonder and discovery, refreshing, relaxing, safe, calm
Opposite: Sea of tile roofs and concrete
Expressive Learning
Curious, intellectual, creative, diverse,interactive, all ages, participative, voluntary,engaging, inspiring
Opposite: Structured Education
Brand Promise
A multi-faceted experience for everyone, Desert Botanical Garden is the world’s largest desert living gallery, preserving and bringing to life the curious, unusal and beautiful environment of the Sonoran Desert and Southwestern culture.
Brand Personality
Creative, Curious, Smart, Engaging, Vivacious, Changing, Exciting, Extroverted
Visuals
Cactus, Blooms, Wildlife, People-All Ages, Painter, Photographer, Birders, Butterflies, Pottery
Colors
Greens, “not beige”, Red, Orange, Purple, Yellow, Blue
Words
Southwest, Discover, Unique, Natural/Nature, Beauty, Beautiful Garden, Peaceful, Experience, Wonders, Escape, Learn Outdoors, Explore, Inspiration