Fresh From The Field: Hamilton Gardens — By Daymark
Explore a world made more wonderful by Daymark Design.
Fresh from the Field is a weekly article series sharing fresh and inspiring work from the Design Assembly community. Want to submit your work to Fresh From The Field? Fill out the form here.
The brief
Hamilton Gardens sought to elevate its visitor experience with a new arrival centre and the introduction of paid entry, aligning with its international reputation. However, the existing brand lacked a cohesive narrative and identity. To support its status as a destination, a new brand strategy, identity, and wayfinding system were needed.
Our Friends at Daymark, a strategic brand and digital design studio, collaborated with Hamilton City Council and mana whenua to develop a cultural narrative and brand strategy that invites visitors to “explore a world more wonderful,” immersing them in the unique stories of each garden.
The Design Response
To reinforce the brand, we introduced the “kete” concept, likening the Gardens to a woven basket of diverse cultural spaces. This idea is visually represented through flower-like, radially repeated formations of garden elements. These arrays attract attention while remaining adaptable for evolving gardens.
Duotone imagery with stippling textures adds depth and a historic feel, enhancing the visuals. Custom icons for each garden aid wayfinding, ensuring clarity and accessibility. Created with local iwi, the pattern suite celebrates values like Manaakitanga, Kaitiakitanga, and Maaramatanga, fostering visitor connections to the Gardens’ mission and heritage. This refined identity positions Hamilton Gardens as a unique cultural and botanical destination, offering an immersive, welcoming experience that highlights its historic and cultural essence.
The Design Team
Jackson Croucher
Giuliana Bottari
Thomas Casey
Alexander Wastney
Collaborators
Special thanks to Eugene Kara, Te Haa o te Whenua o Kirikiriroa (THaWK), Ngaati Wairere and Mahaki Whauwhau.
Photography by Jess Koretz.
The Client
Hamilton City Council
Hamilton Gardens
https://www.facebook.com/hamiltongardensNZ
https://www.instagram.com/hamiltongardens/
https://www.youtube.com/channel/UCZRmVa3bWFfsC-4v_bNLPZA
https://nz.pinterest.com/hamiltongardensnz/
https://www.tripadvisor.co.nz/Attraction_Review-g255108-d1076049-Reviews-Hamilton_Gardens-Hamilton_Waikato_Region_North_Island.html
https://hamiltongardens.co.nz/
