HBGTP Case Study

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HBG Training Programmes

Reaching a new audience

HBG Training Programmes

Reaching a new audience

HBG Training Programmes
Reaching A New Audience

One of the HBGTP’s new flyers – this one geared towards trainees.

Elinor Davies
– Historic & Botanic Garden Training Manager:

‘One of our key concerns when starting this project was how reactive the appointed company could be to our needs. It was important to work with a company who could provide a tailored service within a short delivery window.

Tony provided this and more. He had an original and dynamic approach which fit our existing theme but helped to introduce a more modern feel.’

Elinor Davies
– Historic & Botanic Garden Training Manager:

Tony provided this and more. He had an original and dynamic approach which fit our existing theme but helped to introduce a more modern feel.’

Elinor Davies
– Historic & Botanic Garden Training Manager:

Tony provided this and more. He had an original and dynamic approach which fit our existing theme but helped to introduce a more modern feel.’

The HBGTP is a charity that helps people develop their horticultural skills to kickstart their careers. English Heritage’s Elinor runs the charity as manager with a small team, and in that role she looks after the marketing material.

Elinor previously made all the assets herself, but recently sought a change — recognising that hiring a specialist would both speed up the process and add a professional sheen to the work. She was also hoping that remaking it in a more modern light would result in it appealing more to a younger audience. Even then, the material still had to attract placement gardens so it would have to cater to both groups.

Elinor celebrating with graduates of the scheme at one of the placement gardens.

One of HBGTP’s previous flyers with the former logo top left.

The HBGTP allow people to develop their horticultural skills and kickstart their careers. English Heritage’s Elinor runs the charity as manager with a small team. One of Elinor’s responsibilites? The marketing material.

Before Elinor got in touch she made all the assets herself, but sought a change. She reasoned that hiring a specialist ought to speed up the process. Plus, a professional approach could only be a good thing.

Elinor also hoped we could remake the marketing assets in a more modern light. This would, in theory, result in it appealing more to a younger audience. Even then, the material still had to attract placement gardens—it would have to cater to both groups.

On starting the design work, we were wary the HBGTP was booked onto an imminent careers fair. Given the initial deadline we chose to prioritise the logo and banner designs, which would be most useful for that fair. By singling those out we jumped our first hurdle in good time.

Ultimately we managed to retain the feel of the brand by keeping the colour scheme and typefaces fairly consistent with previous marketing efforts. The amount of copy on the designs proved another challenge, going on to make the use of space one of the major considerations. To solve this problem, we were deliberate in our use of colour and emphasis, using it to subtly guide the reader’s eye.

The Magnolia is important to the organisation and took pride of place in the logo.

Variations on the logo were created for specific purposes – the horizontal one would see the most use.

The Magnolia is important to the organisation and took pride of place in the logo.

Variations on the logo were created for specific purposes – the horizontal one would see the most use.

On starting the design work, we were wary the HBGTP was due to appear at an imminent careers fair. Given that deadline, we chose to prioritise the logo and banner designs. We decided between us they’d be most useful for the fair.

By singling those designs out, we jumped our first hurdle in good time. By staying true to the colour scheme and typefaces, we managed create a fresh, yet familiar look. The new direction was recognisable, yet had a modern feel to it.

The amount of copy on the designs proved another challenge. We had lots to pack in, so the use of space was one of our major considerations. To solve this problem, we were deliberate in our use of colour and emphasis, using both to guide the reader’s eye.

The font Lato light complimented the Magnolia, while providing contrast to titles and headlines.

Early flyer sketches used circles generously, inspiring the ‘growing picture frames’ in the final designs.

Lato proved to be a versatile font and was used for the bulk of the material we made.

Once the banners were designed we focused on applying the look to other forms of media like flyers. Creating a central horticultural theme allowed us to switch up subtle details, keeping new creations fresh, yet familiar.

Having created that theme for the marketing, we rolled it out across a variety of print & web formats. Finding photographs that resembled the target audience proved tricky, but we persevered — managing to showcase a range of great highlights from the scheme.

Lato proved to be a versatile font and was used for the bulk of the material we made.

Early flyer sketches used circles generously, inspiring the ‘growing picture frames’ in the final designs.

Lato proved to be a versatile font and was used for the bulk of the material we made.

Silhouetted foliage started out decorative, later branching out into photo frames to fit the HBGTP’s snaps.

Once we’d designed the banners, we focused on applying the look to other forms of media—like flyers. To this end, we created a central horticultural theme. This allowed us to switch up subtle details, keeping new creations fresh, yet familiar.

Having created the theme for the marketing, we rolled it out across a variety of print & web formats. Finding photographs that resembled the target audience proved tricky, but we persevered. In the end we managed to showcase a range of great highlights from the scheme.

Silhouetted foliage started out decorative, later branching out into photo frames to fit the HBGTP’s snaps.

Since we began working together, Elinor and I have created a range of things to help the HBGTP look its best and sow interest (very punny) in a new audience.

The Flyers, Banners, Brochures and other deliverables will help HBGTP’s team push the marketing effort further, appealing to more people at fairs and standing out in emails and direct mail.

Elinor Davies
– Historic & Botanic Garden Training Manager:

‘We are very grateful to Tony for providing such an excellent service in the production of our new marketing material and brand update.

We are very happy with the finished results and will certainly be returning to Marque again.’

Roller Banners designed to accompany the team at events, and give people a taste of what’s to come.

Since we first teamed up, Elinor and I have created a range of things to better showcase the HBGTP. We designed everything to help the charity look its best and sow interest (very punny) in a new audience.

We made Flyers, Banners, Brochures and other deliverables. Each piece of the puzzle will help HBGTP’s team push the marketing effort further. It’ll appeal to more people at fairs and stand out in emails and direct mail.

One of the deliverables was an email-friendly file that could be sent to garner interest in the scheme.

Roller Banners designed to accompany the team at events, and give people a taste of what’s to come.

Since we began working together, Elinor and I have created a range of things to help the HBGTP look its best and sow interest (very punny) in a new audience.

The Flyers, Banners, Brochures and other deliverables will help HBGTP’s team push the marketing effort further, appealing to more people at fairs and standing out in emails and direct mail.