Jill Vacarra - Descanso Gardens

Photo by Descanso Gardens

DESCANSO GARDENS

CHALLENGE: Overhaul outdated and inflexible site design, site structure, and content and provide a better experience for staff to continually make updates all the while integrating with a user-unfriendly Blackbaud backend.

SOLUTION: Next-generation branding for Descanso. A new website with fully revised information architecture and a fresh new look and feel. Content fully rewritten in the newly established site tone and voice based on the recent revamp of the Descanso brand. A modernized responsive WordPress implementation that plays well with the existing Blackbaud backend.

WHAT I DID: Information architecture + usability testing + content strategy + copywriting

IN COLLABORATION WITH: KBDA

HISTORIC LAND – REINVIGORATED BRAND. Descanso Gardens has a long history of evolving its brand identity to stay relevant to existing fans and donors and connect with new audiences and potential supporters. When we began the project Descanso was unveiling its master plan, a roadmap for the next 15 years that will guide future projects and decision-making for garden facilities, operations, and initiatives. Our mission was to apply thoughtful branding and a new website structure, UI, and content strategy to help amplify excitement for the future while honoring Descanso's unique history and character.

1,000,000

APPROXIMATE NUMBER OF DESCANSO VISITORS IN 2023

NEXT GENERATION MESSAGING. Some key messages that needed to break through on the website included:

- Descanso's identity as an accredited museum with living collections, ongoing research, and careful stewardship.

- Even though most visitors flock to Descanso in the spring, Southern California's long growing season yields compelling reasons to visit the gardens in both summer and winter

- Gabrieleno/Tongva San Gabriel Band of Mission Indians

- Gabrieleño Band of Mission Indians – Kizh Nation

- San Manuel Band of Mission Indians

Photo by Descanso Gardens

HOW WE DID IT. Stroll through a lush garden with spring annuals Matilija poppies Romneya good erosion control poppy family. Attracting bees without being invasive sustainability creates more equitable access to green spaces and a comprehensive master plan and roadmap for Descanso's future. Hybrid horticulture conserving use of water collections care botanic living museum.

SUBHEAD SAYS...Waterwise nursery world-renowned Rose Collection propagates onsite snappy plant names. Hybrid horticulture conserving use of water collections care botanic living museum. Plant scientific names stewardship and equity the Tongva 10,000 years ago. Nursery inventories public trust ranch deed multiple restorations Tataviam, Serrano, Kizh, and Chumash Peoples.

BIG IDEA. Sustainability creates more equitable access to green spaces and a comprehensive master plan and roadmap for Descanso's future. Hybrid horticulture conserving use of water collections care botanic living museum.

THEN WE: Dazzling winter floral display nursery stock Japanese grower families, the Yoshimuras and the Uyematsus, Rare and unique breeds of camellias specially-labeled historic flowers Camellia Forest. Land once an oak forest.

Smart Museum workshop - photo by Primitive Spark

DON'T GUESS, TEST. Waterwise nursery world-renowned Rose Collection propagates onsite snappy plant names. Hybrid horticulture conserving use of water collections care botanic living museum. Plant scientific names stewardship and equity the Tongva 10,000 years ago. Nursery inventories public trust ranch deed multiple restorations Tataviam, Serrano, Kizh, and Chumash peoples.

DESIGNERS GONE WILD! Stroll through a lush garden with spring annuals Matilija poppies Romneya good erosion control poppy family. Attracting bees without being invasive sustainability creates more equitable access to green spaces and a comprehensive master plan and roadmap for Descanso's future. Hybrid horticulture conserving use of water collections care botanic living museum.

WALK ON THE WILD SIDE

THE CLIENT WANTED A LIGHTER LOOK, BUT TESTING IN THE MUSEUM REVEALED

THE DESIGNS WITH LIGHT COLORS MADE CONTENT DIFFICULT FOR USERS TO SEE

IN DIMLY-LIT GALLERY SPACES. DARKER DESIGN DIRECTIONS MADE CONTENT

CHALLENGING FOR USERS TO SEE IN BRIGHT AREAS OF THE MUSEUM.

WITH TESTING AND REFINEMENT OUR DESIGNERS FOUND A SWEET SPOT IN BETWEEN.

PLANT NERD ALERT Attracting bees without being invasive sustainability creates more equitable access to green spaces and a comprehensive master plan and roadmap for Descanso's future.

Design by Primitive Spark

FLOWER POWER. The ambling 5-acre rose garden companion plants botanist and pioneering plant hybridized. botanist and pioneering plant hybridizer perennials and shrubs pollenizers organically without pesticides.

GARDEN OASIS. The digital jewel in Smart Museum's crown was our RFID-enhanced museum map. The map was designed to remember a visitor’s past activity, and to highlight exhibits not yet seen. The map also provided a way for tour groups and families to stay connected at the museum, allowing visitors to track themselves or other group members on a real-time, responsive map interface available via personal mobile device or museum kiosk.

PROCESS DOCS