Growing Gardens, and Membership Numbers
This campaign was for The Russell & District Horticultural Society, a group that teaches members about gardening and performs community projects and events focused on sustainability and plant care. Their efforts make the area more beautiful for it’s residents, while connecting people and supporting local businesses with events and sales. The goal of this campaign was to promote the group and encourage new membership sign ups through small scale advertisements and social media.
Always Designing With the Audience in Mind
As a fast-growing commuter town, Russell is receiving an influx of newcomers that don’t know what the town has to offer. Young families are moving from the city, looking for a first home to raise their family. Once they’re settled, they look for ways to connect with the community, which can be a real challenge. For the first time, they might have there very own garden to care for. This audience is the perfect untapped market for the RDHS, and the entire campaign is built with them in mind. From slogan to visuals, they’ll be drawn to the group and find community, learning, and fun with the Horticultural Society.
Reaping What Was Sowed
The campaign slogan, “grow you garden, build your community”, instantly shows what the group is about and the impact someone can have by joining. Following up with the main call to action, “help make our home a more beautiful place to live”, it drives home the society’s goal to create a better community for all. The visuals for the campaign were made up of a base set of modular illustrations. Once the text for a piece was in place, the illustrations could easily fit in different layouts to create a cohesive yet not identical look across the entire campaign. The limited bold colour palette, fun graphic illustration style, and welcoming sans-serif typeface, gave a youthful energy to the campaign that draws the eye and excites the target audience to engage with the campaign.
