National Arboretum
Back to workWhere the attractions keep growing
Coordinate was invited to pitch for the National Arboretum account, and was thrilled to be awarded the contract.
In 2004, the Australian Capital Territory (ACT) Government held a nation-wide competition for the design of an arboretum and gardens, as part of the bushfire recovery program following the 2003 bushfires. The overall goal for the development of the National Arboretum Canberra is to create a place of breathtaking beauty, of international renown and enduring public interest that welcomes locals and visitors alike.
As part of the pitch process the Coordinate team was required to develop a series of design communication materials and work with the existing logo to further develop the branding.
Before starting the design work, the Coordinate team believed it was paramount to develop a positioning statement, which would create a strong narrative to provide the brand and story with foundations. The ideology of growth was chosen to reflect the nature of the attractions, and the evolution of the Arboretum for years to come.
After conceptualizing the theme, the positioning statement Where the attractions keep growing was developed. The notion of growth could be applied in many formats – for the sponsorship and donations brochure the call to action unprecedented Capital Growth was created, and the theme was consistently executed across all design touch points.
Once the strategy was developed, the design team led by Creative Director Logan Knight developed a comprehensive colour palette and font selection to bring the brand to life. We chose a rich vibrant selection of colours which will give the brand substance and direction over the coming years.
Following this, a number of communications brochures were created using stunning imagery, texture, and colours. Coordinate then chose to print the brochures using a variety of fold techniques and purchased a consistent paper stock Saxton Vellom Brilliant White uncoated. The environmentally friendly Saxon Vellum gave the brochure a beautiful finish having a textured, natural feel.
The Coordinate team is looking forward to growing the National Arboretum brand and attractions for years to come.