National Arboretum
Business & Brand Building, Creative & Digital Solutions
The National Arboretum features forests of native and exotic trees from around Australia and the world, making it one of the largest living collections of rare, endangered and significant trees. Our job? To develop a brand that would capture this stunning mosaic of living forests and gardens, inspiring all Australians to want to visit.
The Supercurious team collaborated with the executive team to develop a brand strategy for the National Arboretum, creating an eye-catching and immersive identity to position and reflect this stunning natural destination, and its ambition to be a treasured resource for future generations.
Strong, expansive imagery was built into the fabric of the brand identity to reflect the Arboretum’s ambition, natural beauty and to establish a strong foundation for success across digital platforms.
Celebrating its significance through visual storytelling has meant the National Arboretum has become a popular destination for tourists, nature lovers, and digital natives seeking the perfect selfie.
As the National Arboretum continues to expand – its trees maturing, and the venue attracting national awards and accolades – the brand continues to stand as a strong symbol of the site and provide flexibility to accommodate its continued ambition.
