About
Louisville's Living Landmark
I was proud to partner with Caviar Creative to craft the brand voice and tone system for the Waterfront Botanical Gardens' brand evolution project. This work included extensive competitor research and audience discovery, in addition to the development of an ownable, repeatable voice and tone guide that would be useful to internal team members, regardless of their role or function.
Waterfront Botanical Gardens
The Deliverables
A full-suite brand guide, complete with sample executions across a full funnel of advertising touchpoints and marketing assets.
The Thinking
The brand voice needed to distinguish WBG from parks, museums, and other botanical gardens while positioning the organization as a regional landmark.
The Audience
The primary audience for this asset is the internal team at Waterfront Botanical Gardens, from their social media interns to the board members and directors.
My Role
Develop a brand voice and tone system, complete with core characteristics, usage guidelines, brand values, audience personas, a brand pyramid, and more.
The Situation
Waterfront Botanical Gardens is undergoing an identity evolution, pushing forward from a local landmark to a regional destination.
Project Snapshot
Key elements
A Closer Look
Project gallery
