Preserving and revitalising a legacy
ROCKHAMPTON BOTANIC GARDENS AND ZOO
The underpinning vision for the Botanic Gardens & Zoo Redevelopment is to revitalise, develop and integrate the facilities, infrastructure and operations across the Botanic Gardens and Zoo, to support its future growth, while focusing on the preservation of its history.
Creating a seamless
visitor experience
As part of a long-term progressive redevelopment of the Rockhampton Botanic Gardens and Zoo Goldi undertook brand strategy work and created a new identity for this local tourist attraction that reflects the importance of the history and legacy of the gardens.
A wayfinding and interpretive strategy focused on building brand recognition and seamless visitor experience from pre-visit through every area of the site and creating opportunities for sharing stories and knowledge.
Our brand strategy identified key elements for taking the brand into the next phase, focussing on history, legacy, preservation and education. A tagline ‘Live, learn, conserve’. aims to capture a connected experience for everyone and for building something for future generations.
The symbol is a mark of place for the past, present and future and the idea of detail—in moments, life and imagery is central to the visual language. The design draws on the detail of the King George V gates and traditional botanical and zoological motifs.
Our approach to wayfinding signage is focused on building exciting and unmistakable brand recognition and experience from pre-visit through every touchpoint in the user journey.
The wayfinding signage design concept integrates branding, wayfinding and significant public art at high visibility arrival points to create a strong sense of place.
The project is part of a masterplan to implemented over a 20 year plan. The first stage is a Visitor Hub and Animal Operations Centre for the popular zoo.
The interpretive strategy for the RBGZ incorporated a range of themes and storylines from colonial and First Nations history to flora, fauna and industry. The strategy enables a progressive rollout of information and application over time to build an interpretive trail throughout the site, adding to the visitor experience and the recognition as a premier regional arts and culture tourist destination.
A comprehensive Signage Manual detailing Design and Documentation of sign types and locations, was created to ensure the signage can be installed over the relevant implementation stages of the project.
SCOPE
Brand Strategy, Brand Identity, Brand Guidelines, Wayfinding and Interpretive Strategy and Signage
CLIENT
Cox Architecture
Rockhampton Regional Council
YOU + US
YOU + US
We’d love to help you create a better brand experience.
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