ATL BOTANICAL GARDEN
THE CURIOUS GARDEN
The Atlanta Botanical Gardens is one of GENTLEMAN's longest running clients, but when they approached us to develop the identity for their Summer 2017 exhibition, the Curious Garden, they were looking for something radically different.
The Curious Garden, presented May 6 – October 29, featured 11 site-specific installations created to share a story about the Garden’s plant collections and plant conservation work by prompting visitors to make a discovery, ask questions and provoke a discussion. Bold, often unexpected, manmade and altered natural materials were employed to direct the eye to focus on the simple beauty of nature: Dozens of multi-colored painted trees; A mysterious display of scientific lab glassware filled with an array of colorful liquids; Dozens of sparkly old chandeliers dripping with plants.
QUESTION YOUR NATURE
The unique and unconventional installations were the work of guest artist and design director Adam Schwerner, known for his bold, and sometimes evocative, enhancements to parks in Chicago, Disneyland and elsewhere.
GENTLEMAN was tasked with creating promotional materials for something that had yet to be created - a significant challenge. Using artist sketches and installation plans, we worked closely with the Garden and Schwerner to create collage-style illustrations that emoted exhibitions still in the planning stages.
The bold, unconventional typography and art, paired with a provocative tagline, caught the attention of Atlanta natives and visitors alike. Attendance exceeded expectations and the exhibition was a smashing success. Most importantly, however, a large segment of the audience was either new to the Garden, or hadn't been in years. The radical shift in look and feel had inspired them to explore this iconic, but sometimes overlooked, Atlanta institution.