Selby Gardens

The Marie Selby Botanical Gardens is the crown jewel of Sarasota's revered cultural institutions and an extraordinary resource for the area and the country. Although the identity had been re-designed several years ago, the brand had never been defined or developed. As a result, the advertising and print collateral did not present a cohesive message, the graphics were static and unsophisticated and the marketing impact was scattered.

Working with Diane Creasy, Selby's new marketing director, we defined the brand: elegant and sophisticated, yet accessible and interactive. Then we developed a graphic system to work with every marketing component to create instant recognition of the new brand. The graphic structure is simple, has a large color palette for variety, and provides an area for information without overpowering the images of the gardens. We chose photos to emphasize interaction and exploration of the gardens along with Selby's many cultural events and educational programs.

The new brand, marketing approach, and easy-to-recognize graphic identity has increased Selby's impact, redefined and enhanced their image in the community, and significantly increased attendance and donations.