OTM brand looks after charity’s evergreens

OTM has created a name and identity for a 164-year-old horticultural charity that is aiming to reposition itself as a source of support for workers in the world of professional gardening.

Perennial, the new brand for Gardeners’ Royal Benevolent Society, unveiled this week, has a mission to provide welfare and advice to the 200 000-strong industry. Traditionally, the charity helped estate gardeners who lost their homes when they lost their jobs, but it is now positioned to appeal to people involved in all aspects of horticulture.

OTM worked on market research and then created the name, logo and a suite of marketing materials. ‘The challenge was to come up with a fresh, vibrant and personable identity to inspire the younger generation while maintaining the charity’s history and heritage, and encouraging a loyal group of donors,’ says creative director Andrew Ward.

He adds, ‘The name Perennial links positive ideas including permanence and longevity, while the logo combines two images – an embedded human figure and a curved leaf – to convey that the charity is about caring for people first, then gardens.’

On average, the Leatherhead-based charity helps more than 900 people a year directly and handles enquiries from many more, says Perennial marketing and fundraising director Janet Wickens.

‘Gardening has become the national obsession,’ Wickens explains. ‘But our big message is about becoming more visible in times of need for those working in the field, whether through counselling or financial help.’

OTM was appointed in November 2001, without a formal pitch, following a strategic review initiated by the charity.