In the middle of winter, The Cummer came to us to envision a new spring for their Gardens. They wanted to accomplish two things: Celebrate their annual Garden Week in a unique way, and create a way for guests to appreciate The Gardens all year long.
We accomplished the first goal by creating a fun, modern brand for Garden Week, and executed it to a variety of collateral including invitations, programs, ads, guides, outdoor media, signage, and podcasts. The second goal we accomplished with an interactive garden tour, allowing guests of The Cummer to enjoy The Gardens well past Garden Week.
We designed new signage to guide visitors through the tour and and podcasts. Each sign gave the name of its section and matched it up to the printed guide (along with a numbered stop on the audio tour). These helped keep visitors on track and let them know that they were following the tours correctly. It also gave people just stepping into the gardens a way to start the tour from wherever they were.
We worked with the staff at the Cummer to create and produce four unique podcasts. Each had a different theme (General, Family, Touch and Horticulture) that gave visitors the opportunity to chose a tour that best suited their interests. We also helped turn three of the tours into Guide-by-Cell tours so that users without smartphones could access the tours as well.
To give visitors something to carry through The Gardens (and back home), we designed a printed companion piece that features a map and other information about the gardens. We also created a family guide especially for kids, full of fun garden activities and illustrations!
