The National Botanic Gardens is one of the country’s major heritage sites and is in my opinion a national treasure. However, I felt that this incredible free resource and the work that they do was under appreciated by and in many cases unknown to the general population. For these reasons I chose to make it the subject of a self directed branding project. From interviews with staff and the Director Matthew Jebb, I ascertained that increasing visitor numbers was not their top priority, but instead getting people to visit the gardens for the right reasons was what they held in highest regard. I concluded from my research and development that creating a brand and promotional campaign for the lecture series held at the gardens, would act as a catalyst in getting people to come to the gardens for the right reasons. I created a visual identity for the lectures, which I named ‘The Botanic Talks’. As part of the brand strategy, I created a visual style for the promotional material, including posters for the lectures, informational leaflets and a cross media web presence for the talks.