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Rather than craft a graphic representation of Meijer Garden's uniqueness (the duality of nature and sculpture), we addressed the task as an artist would. We created a gestural mark that allows the viewer to draw their own interpretation. The result is a new breed of brand mark, one that supports the brand less by controlling, and more by letting go; allowing individuals to create their own meaning of the brand.
We worked with internal staff to build understanding and standards so they could carry the mark and language forward. We also extended ‘duality’ into a comprehensive overhaul of exterior wayfinding; signage became sculptural objects that both orient, inform, and guide visitors. Communications emphasize the destination experience; integrating brand design and messaging into broadcast and narrowcast TV spots, print and outdoor advertising, web, and publications.
