Chicago Flower & Garden Show – Branding & Marketing
Glam in the Garden
As an eight-day event with over 25 gardens and over 100 vendors, achieving a consistent theme was not an easy endeavor. But new ownership had taken the reigns on the over 170-year-old event and was confident the BatesMeron team could handle it. They needed branding to have a broad appeal, grabbing the attention of gardeners of all ages and skill levels while also highlighting the health benefits of gardening.
SERVICES: events / brochures / print advertising / digital advertising / signage / illustration / social media
Our team leaned enthusiastically into the idea of “hort couture,” establishing messaging and imagery that was equal parts flora and fashion and that prominently featured our Garden Girl illustrations.
Knowing a strong brand would be the key to holding the theme together, we set out to build one that was sure to catch eyes and steal focus while remaining simple enough to execute across platforms and throughout the show’s duration.
Our team leaned enthusiastically into the idea of “hort couture,” establishing messaging and imagery that was equal parts flora and fashion and that prominently featured our Garden Girl illustrations.
Knowing a strong brand would be the key to holding the theme together, we set out to build one that was sure to catch eyes and steal focus while remaining simple enough to execute across platforms and throughout the show’s duration.
In anticipation of the show, we plastered the city of Chicago with gorgeous Flower & Garden show ads—everywhere from bus backs to billboards. We began to stir up excitement with images that prompted many photo opportunities.
In anticipation of the show, we plastered the city of Chicago with gorgeous Flower & Garden show ads—everywhere from bus backs to billboards. We began to stir up excitement with images that prompted many photo opportunities.
Our marketing also had a tremendous digital life, spanning various websites and platforms with a total of 400+ million media impressions.
Our marketing also had a tremendous digital life, spanning various websites and platforms with a total of 400+ million media impressions.
Workshops and events were held throughout the show, encouraging amateurs and expert gardeners to get involved. It all kicked off with Evening in Bloom, a black-tie event celebrating the start of a sensational week.
Workshops and events were held throughout the show, encouraging amateurs and expert gardeners to get involved. It all kicked off with Evening in Bloom, a black-tie event celebrating the start of a sensational week.
Over the following days, 34 top Chicago-area chefs gave cooking demonstrations, and leading horticulture experts, academics and garden centers were among the bevy of agricultural authorities sharing their insights at free daily seminars. The Kid’s Activity Garden inspired young gardeners with fun-filled green activities. The experts went head-to-head in horticulture competitions, including a photo contest, a window box design challenge, a tablescape tournament and the fight for the honor of favorite garden in the show.
Over the following days, 34 top Chicago-area chefs gave cooking demonstrations, and leading horticulture experts, academics and garden centers were among the bevy of agricultural authorities sharing their insights at free daily seminars. The Kid’s Activity Garden inspired young gardeners with fun-filled green activities. The experts went head-to-head in horticulture competitions, including a photo contest, a window box design challenge, a tablescape tournament and the fight for the honor of favorite garden in the show.
Meet the Garden Girls
The characters from our marketing materials came to life during the show, with models dressing up as each Garden Girl and strutting their stuff.
Ana in “Give Me Goosebumps Pink”
Bold. Striking. Animated. When she pulls a dress over her shoulders, the look comes to life. She turns stepping out of a cab into an event.
Spencer in “Blue Suede Stiletto”
Casual. Fresh. A down-to-earth girl who looks stunning without a scrap of makeup on. She rocks a couture gown like a pro but is just as comfortable in jeans and a t-shirt.
Natalia in “Glamourpuss Green”
Charming. Affectionate. A gregarious stunner who greets everyone with a kiss on the cheek. She lives for her family, lip gloss and a good glass of wine.
Dani in “Daffodil & Gabbana”
Sassy. Sardonic. She effortlessly mixes trends with classic pieces in a way that looks fantastic on her but would make anyone else look like a clown. Don’t bother asking her how she does it; she won’t tell you.
Meet the Garden Girls
The characters from our marketing materials came to life during the show, with models dressing up as each Garden Girl and strutting their stuff.
Ana in “Give Me Goosebumps Pink”
Bold. Striking. Animated. When she pulls a dress over her shoulders, the look comes to life. She turns stepping out of a cab into an event.
Spencer in
“Blue Suede Stiletto”
Casual. Fresh. A down-to-earth girl who looks stunning without a scrap of makeup on. She rocks a couture gown like a pro but is just as comfortable in jeans and a t-shirt.
Natalia in
“Glamourpuss Green”
Charming. Affectionate. A gregarious stunner who greets everyone with a kiss on the cheek. She lives for her family, lip gloss and a good glass of wine.
Dani in “Daffodil & Gabbana”
Sassy. Sardonic. She effortlessly mixes trends with classic pieces in a way that looks fantastic on her but would make anyone else look like a clown. Don’t bother asking her how she does it; she won’t tell you.
By the end of the eight days, everything was coming up roses. The Chicago Flower & Garden Show 2012 had hosted over 40 thousand active consumers, with 25 thousand opting in to join the show’s community database. And the Chicago Flower & Garden Show’s Facebook page garnered over 62 hundred followers. The client was thrilled at the result of what our teams accomplished together and could not wait to start cultivating the next year’s show.
active consumers hosted
opting to join the show’s
community database
new Facebook followers
By the end of the eight days, everything was coming up roses. The Chicago Flower & Garden Show 2012 had hosted over 40 thousand active consumers, with 25 thousand opting in to join the show’s community database. And the Chicago Flower & Garden Show’s Facebook page garnered over 62 hundred followers. The client was thrilled at the result of what our teams accomplished together and could not wait to start cultivating the next year’s show.
active consumers hosted
opting to join the Show’s
community database
new Facebook followers
“BatesMeron was a crucial partner in the rebranding and revolution of the Chicago Flower & Garden Show. Beginning with our initial partnership in 2012, their team has continued to bring fresh, strategic, creative ideas to the table. And top it off by delivering hundreds of creative assets each year to ensure the message and theme are consistent and professional every time. We love working with them!”
“BatesMeron was a crucial partner in the rebranding and revolution of the Chicago Flower & Garden Show. Beginning with our initial partnership in 2012, their team has continued to bring fresh, strategic, creative ideas to the table. And top it off by delivering hundreds of creative assets each year to ensure the message and theme are consistent and professional every time. We love working with them!”
