Carl Solomon
Director
Teamwork makes the dream work!
Alright, here’s something I’m super proud of — DMS and Swell Design Group just landed the 2024 Australian Good Design Award for Excellence in Communication Design – Branding & Identity. I mean, how cool is that? It’s not every day you get recognised on this level, and to do it for the brand identity of the Botanic Gardens of Sydney? Yeah, we’re feeling pretty good about it.
This whole project has been a masterclass in collaboration. Working with our creative partner Swell is always a pleasure, and together we’ve been able to deliver some seriously impressive results for our clients. When you combine creative brilliance with a strong strategy, the results speak for themselves.
A Strategy First Approach
Now, let’s talk about where it all started. At DMS, we took on the challenge of developing a brand strategy and positioning that really captured the essence of the Botanic Gardens of Sydney. This place isn’t just a green space to wander around — it’s a leader in botanical science, conservation, and education. So, we needed the brand to reflect that while also being forward-thinking and inclusive.
The strategy we built was all about setting the right tone and creating a future-focused brand that goes beyond visual aesthetics to embody a movement centred around the power of plants. It’s grounded in values that matter, from environmental stewardship to community engagement, and it’s designed to resonate with everyone — from scientists to casual visitors.
Strategy guides everything, and when it’s done right, it opens the door for some seriously impactful design work.
The Creative Was Key
With the strategy in place, Pete Flanagan and the Swell team were able to go all-in on the creative. And did they deliver. The brand identity they crafted for the Botanic Gardens of Sydney is more than just a logo – it’s a powerful representation of everything the Gardens stand for. The design brings in symbolic elements, like the cupped hands and ochre tones, to honour the Traditional Custodians of the land and reflect the life-giving role of plants.
The creative team nailed the balance between simplicity and depth. It’s a look that’s fresh and modern, but also rooted in purpose. The creative speaks for itself.
Brand Identity and Creative delivered by Swell Design Group
The Royal Botanic Gardens and Domain Trust’s identity design is a masterful reflection of the power of plants and the organisation's inclusive vision. By honouring the land's Traditional Custodians, the design not only celebrates environmental conservation but also inspires curiosity and commitment through its thoughtful and innovative approach.
A Shared Vision with Our Client
Of course, none of this would’ve been possible without the amazing team at the Botanic Gardens of Sydney. They were bold enough to embrace a new approach and trust us with their brand’s future. The feedback from staff and visitors has been overwhelmingly positive, and people are loving the new identity.
Hearing people describe the brand as “striking” and “in harmony with the environment” is exactly what we were hoping for.
What’s Next?
So, what’s the takeaway here? Well, if there’s one thing we’ve been reminded of, it’s that great things happen when you focus on building strong partnerships and staying true to your vision. The work we’ve done with Swell for the Botanic Gardens of Sydney shows that when creativity and strategy align, the results can be epic.
Here’s to many more projects, partnerships, and — who knows? — maybe a few more awards along the way.
