Geografisk Have
A shared identity for many audiences
How can one place speak to very different people without flattening what makes their experiences distinct?
The Task
A campaign plan for Geografisk Have’s new entryway building — Den Grønne Portal
My Contribution
- Project Lead
- UX, Market, and Historic Research
- Development of Brand Identity
The Story
Den Grønne Portal was intended to become the common entry point to Geografisk Have.
But the garden contained many different experiences and appealed to many generations in different ways.
The challenge was to create a campaign that could speak to all audiences without losing what made each experience unique.
Following the Relationships
I began by investigating the different audiences — their needs, motivations, and relationships with the garden. I used the Branded House model, and mapped the relationships into categories of experience, resulting in four defined pillars.
The Solution
The garden became an ecosystem of experiences, with each pillar remaining distinct, having events and communication shaped around its particular audience.
The diversity did not need to be converged; it could be designed into the identity.
The campaign plan revolved around the four experience pillars, with events and information adjusted to each audience — from brochures and social media content to product assortment in the web shop.
One Garden. Many Experiences. A Shared Identity.