The National Garden Scheme launches a new brand as it looks to extend the charity’s unique offering to a wider audience.
Mon 10 Apr 2017
A major overhaul will be formally announced on 14th March by National Garden Scheme CEO George Plumptre at the charity’s annual media launch in London. The radically different branding, that celebrates the charity’s heritage and character, will underpin the new marketing strategy aimed to increase public awareness and celebrate both the gardens and the unique contribution to nursing.
The National Garden Scheme is launching a new look and tone of voice for its brand as it celebrates its 90th year as a charity. Speaking about the changes to the brand, Chief Executive George Plumptre, said “In 2015 we carried out extensive research which helped identify the key elements that were missing from how we present ourselves currently and, from this, we developed this new brand that encapsulates our character and which we can all feel proud to be a part of. After rolling out new material through recent weeks we will formally launch the new brand on 14th March and we look forward to celebrating our 90th year with an exciting new look for our amazing charity.”
“It is a completely new look, but rooted in some core fundamentals: we have returned to primary usage of our full name, not an acronym, and we have retained yellow as our primary colour. We will also launch a completely upgraded website at the same time, to make the search for gardens open as easy and enjoyable as possible.”
This year sees the National Garden Scheme’s total donations to nursing charities pass £50 million since its foundation in 1927. Remarkably, the money has all been raised by generous gardeners voluntarily opening their gardens – most of which are completely private and never otherwise open to visitors. This year’s donations, from funds raised in 2016, will be announced at the media launch in London on 14th March and the charity has already released that it is set to be a record year of donations.