Case Study: Royal Botanic Garden Edinburgh boosts awareness and fundraising with Johnson Banks brand refresh

Royal Botanic Garden Edinburgh boosts conservation awareness from 34% to 72% with Johnson Banks

The Royal Botanic Garden Edinburgh, a global centre for biodiversity science and horticulture, faced the challenge of needing greater impact and support in the face of a biodiversity crisis and climate emergency. Their brand lacked cohesion and a modern presence, risking alienation of legacy visitors while failing to attract new audiences. To address this, they engaged the design agency Johnson Banks for a comprehensive rebrand encompassing brand identity, architecture, and strategy.

Johnson Banks developed a new core idea, "four gardens, one botanic world," and created a unified visual identity. This included a simplified and modernized legacy plant symbol, a new bespoke typeface, a nature-inspired color palette, and a refreshed bank of authentic imagery. The agency also helped craft a bolder tone of voice. The results were significant: website traffic increased immediately after the 2025 launch, and the new brand helped drive a successful fundraising appeal following storm damage. Most notably, awareness of the Garden's conservation work in Scotland rose dramatically from 34% in 2023 to 72% in 2025.

Royal Botanic Garden Edinburgh