Royal Botanic Gardens Melbourne
Redesign of the RBG stakeholder magazine
The RBG is recognised as one of the world’s finest botanic gardens. Its mission is to advance the knowledge, enjoyment and conservation of plants.
The Objective
The design of Floreo was heavily colour coded and adhered too strictly to corporate branding which resulted in a magazine lacking in refinement and lightness of touch. DWD encouraged RBG to redesign the magazine to coincide with the opening of the Australian Garden in Cranbourne.
The Solution
The richness of the photography was maximised by removing borders. More white space improved readability. A grid system provided a way of optimising feature photographs. The very dominant script font was eliminated and replaced with a modern serif. The masthead was simplified.
The Outcome
The redesign of the magazine is contemporary and dynamic, in keeping with ongoing advances at the RBG such as the opening of the Australian Garden. Many readers and stakeholders contacted the RBG with comments of praise.
Client Testimonial
“We’ve had some really positive responses to Floreo, with many people commenting on the fresh new design. We have really appreciated your clear thinking, attention to detail, considered and thoughtful approach to design, and most of all, your patience and good humour.”