THE CHELSEA FLOWER SHOW, ROYAL BANK OF CANADA GARDEN 2017

How do you nurture a blooming success?

The Royal Bank of Canada (RBC) is one of the world’s largest banks, helping to grow and nurture the wealth of over 16 million global clients. When they briefed us to promote their garden at the 2017 RHS Chelsea Flower Show, we rolled up our sleeves to cultivate a worthy solution.

THE CHALLENGE

For this year’s show, our client commissioned a garden inspired by the vast and ecologically vital boreal forest and freshwater lakes of Canada.

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.

THE APPROACH

We started exploring the rationale behind the garden’s design. The project celebrated Canada’s 150th anniversary as well as the 10th year of the RBC Blue Water Project™ (a global commitment to help provide access to clean water).

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.

To complement these graphical elements, we created a typeface that would become part of the overall design. 

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.

THE RESULT

The creative was showcased in advertising through a takeover of FT.com on launch day. It also appeared on the RHS Chelsea Flower Show website and in all printed collateral, including bespoke show bags for visitors.

157,000 visitors attended the 2017 show. We delivered our work on brief and on time to reach this audience and beyond. We were delighted to hear that the show garden was awarded a gold award – and our client was delighted with the work we produced to promote it.

We’ve won gold at Chelsea and experienced gold star service from the Emperor team.

- Cindy McCooey, Head of Marketing at Royal Bank of Canada Wealth

GET IN TOUCH

Are you ready?

Let's work together