Chicago Flower & Garden Show – Branding, Marketing & Website
Chicago Flower & Garden Show: Branding, Marketing & Website
After 170 years, the Chicago Flower & Garden Show was ready to turn a new leaf, or in our terms, establish a rebrand that speaks to a growing audience of horticultural enthusiasts.
The Chicago Flower & Garden Show had an iconic history and a not-so iconic brand.
As an annual event since 1847, the show attracts more than 40,000 visitors to the city to walk through 20 life-sized gardens and learn from expert horticulture professionals. But the brand’s identity was behind on the times, and its audience craved something new. So, the show’s team turned to us in 2012 when they knew it was time for a fresh identity to grow anticipation and turnout.
SERVICES: BRAND MESSAGING / VISUAL IDENTITY / Brand Collateral / Website
Our solution was to speak to the next generation of gardener: mommy bloggers, DIY-ers and HGTV enthusiasts alike. We reinvigorated the audience with the excitement of new branding, marketing, event support and a new website that rang true to their wants. The new identity boasts an illustrated logo and vibrant colors that integrate with new themes year after year, giving CFGS the flexible brand they needed.
With an updated, more modern and fun logo design, our energetic rebrand was carried through with collateral to match.
The show’s website also needed major improvements in terms of easy updateability, mobile-friendliness, responsive design, strategic content placement and a more direct call-to-action—especially for buying tickets to the show. Now, chicagoflower.com is more robust than ever.
Newly organized navigation and a prominent “Buy Tickets” button on every page allow visitors to learn and purchase tickets to the show with ease.
The homepage highlights the event’s attractions and includes a live countdown clock to the show’s opening, which helps build anticipation for next year’s event and promotes ticket sales.
As a result of its refreshing branding and marketing, the Chicago Flower & Garden Show is creating excitement and buzz among visitors of all ages, encouraging them to get involved and share the joy of gardening.
And this increased participation isn’t limited to attendees—the company is also attracting more event sponsors through new and engaging web pages and marketing dedicated to third-party involvement.
“BatesMeron has been critical to the creative success of our events since our partnership began in 2012. They’ve continuously developed beautiful and inspiring work that everyone loves.”