Sylvina Johnson

Creative with 13 + years of agency experience working across B2B, B2C and B2G clients. Experienced in concept devleopment, brand visual strategy, print and digital design. Focused on creative team development, creative culture and service enhancement.

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Trentham Gardens

Index

To succeed in today’s competitive tourism landscape, Trentham needed a well-rounded marketing approach that integrated both physical and digital touchpoints. I worked closely with their team to develop a on-site visual strategy that would engage and direct their customer around the site.

I created three key signage content themes – History, Gardens and Wildlife – to distinguish between the site’s different zones and encourage visitors to discover connections between the boards. By introducing subtle colour cues and directional copy, I crafted a seamless customer journey.

Trentham Education based signage

Barefoot walk signage

The concept development involved creating a visual and content strategy around the site. Considering the wide range of information types, audience and signage purpose. Each concept area had to remain in keeping with the brand but creatively developing the visual style to create variation between each area. For each area I created a colour combination, specific graphic assets and typography style. Then I lead the art direction of the project with the design team across over 150 signs.

A key part of the project was understanding how to group content types together. We had to consider where the signs were placed, who they were for and human behaviours regarding overall site journeys. Keeping content short and using design techniques to make information accessible at a glance was key.

Another aspect of the customer journey was online, via email communications. The aim was to create more engaging emailers, using more bold colours photography and graphics from their brand style.