Central to the rebrand of London’s Garden Museum was to engage and intrigue a younger demographic and
educate them on the history of garden design.

Through research into the museum's history, I discovered the story of the ‘Curious Gardener,’
John Tradescant, the Royal Gardener, and collector of curios in the 16th Century who opened Britain's
first-ever museum, ‘Tradescants Ark,’ John Tradescant is buried on the grounds of the museum.
The graphic elements and variable logo family are inspired by 16th-century knot gardens an ode to the curious gardener however, the crude, abstracted direction gives the identity a contemporary feel in order to engage a younger demographic as stipulated in the brief. The tone of voice is playful and pun-lead with a focus on knowledge to engage the audience and complement the modern visuals. For the image treatment, the museum archival imagery of garden paraphernalia was selected over a botanical approach an ode to the history of garden design, and to maintain an element of the Tradescant’s legacy as a collector of curios and oddities.

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