Rather than craft a graphic representation of Meijer Garden's uniqueness (the duality of nature and sculpture), we addressed the task as an artist would: By creating a gestural mark that allows the viewer to draw their own interpretation. The result is a new breed of brand mark, one that supports the brand less by controlling, and more by letting go; allowing individuals to create their own meaning of the brand.

We worked with internal staff to build understanding and standards so they could carry the mark and language forward.  The ‘duality’ concept extended into a comprehensive overhaul of exterior wayfinding; signage became sculptural objects that orient, inform, and guide visitors.  Communications emphasize the destination experience; integrating brand design and messaging into broadcast TV spots and narrowcast videos, print advertising, web, and publications.

The outdoor campaign explores the variety of incredible sights and feelings surrounding visitors to Meijer Gardens, giving an inside look at the visitor experience. Its longevity says something about how well the idea resonates: the campaign still runs today.

All this allowed Meijer Gardens to grow into their brand, exploring new possibilities without feeling confined by their existing identity. That's HortiSculpture, an organic art form, evolving every day.