We were tasked with creating a multi-channel campaign to promote this, reflecting the bank’s commitment to their Canadian roots and the environment.
Our challenge was to capture the essence and meaning of the show garden, while staying true to the brand. To achieve this, we would need to develop an engaging but instantly familiar graphic style and typeface. Not least, our solution had to work effectively in print and be brought to life digitally.
Garden Designer Charlotte Harris and her team would use mature pines, glacial boulders and a larch wood canopy reminiscent of wooden shelters. A wilder garden would fold around man-made elements. So, we began crafting connected, line-based designs that contained many different shapes – including mountains, berries, flowers, maple leaves and even goose tracks. Flowing water meandered throughout, and a canoe figured too.
Rather like the garden itself, we aimed to fill an allocated space with diverse shapes but still maintain an overall integrity and theme. What’s more, our ‘key-line’ design solution could easily be animated in the digital space, recreating the flow of water and the growth of plants.