Country Base: Australia
Industry/Sector/Keywords: Tourism, Places, Horticulture, Science, Parks and Gardens, Events
Below: Before and After Images in Slide Show, Video, Summary, Credits


Industry Setting

While the Royal Botanic Gardens & Domain Trust emphasize the importance of their work in conservation, horticulture and science, the Domain is a gathering place dedicated to celebration, not conservation. While this conservation-anchored territory was well suited to the three NSW (New South Wales) botanic gardens, it did not effectively encompass the Domain, a community amenity with a wholly different purpose. Our recommendation was to create a clearer distinction between the Domain and the Royal Botanic Garden Sydney.


The challenge was to give this well-known community space its own distinctive identity. It needed to be flexible and have the ability to work across digital, events, wayfinding and environmental signage, and to be used in conjunction with ïpartnerÍ brands (e.g. Carols in the Domain)

The identity needed to capture the buzz and dynamism the site embodies, as well as to reinforce the sense that it is the people’s park.


We needed to leave the public in no doubt that the Royal Botanic Garden Sydney and the Domain were distinct places with distinct purposes and activities. The opportunity for the Domain site was to amplify its energy and buzz, as a go-to center of activity, a place with a very different ‘vibe’ to the more reflective and cerebral Botanic Garden. The Domain brand idea was’ïSydney’s Playful Heart’— capturing a spirit of celebration.


The identity was implemented for the 2014/15 summer festival and incorporated into wayfinding signage from October 2014. The Domain events team express greater confidence in representing the venue to prospective event organizers. Advertising and digital materials promoting events in the Domain are now much more visually impactful. The identity itself was easy and engaging for the Domain design team to use _ giving them flexibility and inspiring them to develop new ideas and communication opportunities.


Client: The Royal Botanical Gardens and Domain Trust –

Brand Strategists/Designers: Principals –

Strategy Director: Wayde Bull
Executive Creative Director: Simon Wright
Creative Director: Darren Swain
Group Account Director: Tui Horo
Senior Account Manager: Maria Njari
Senior Designer: Josh Sobel
Artworker: Hayden Mathis
Animator: Dean Varndell