Wild Culture

In the late 1980s and early '90s, Wild Culture emerged as a vibrant print publication in Toronto, capturing the zeitgeist of a generation seeking to explore the intricate relationship between nature and human creativity. Fast forward to 2012, and the world had changed dramatically. The digital revolution had transformed how we consume media, and the global conversation around environmental issues had gained unprecedented urgency.

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"Wild Culture is a unique concept, and one you either 'get' or don't. Garden got it instantly, and their expertise and intuition have been instrumental in shaping the evolution of the brand for a new generation."

Tom Jeffreys
Editor

Challenge

The primary challenge was to breathe new life into a beloved brand, transitioning it from its print roots to a cutting-edge digital platform. This metamorphosis needed to:

1. Honor Wild Culture's rich heritage and loyal following
2. Position the brand as innovative and forward-thinking
3. Expand its appeal to a global, digitally-savvy audience
4. Create a cohesive brand identity across multiple platforms (web, mobile, product)

Approach

At Garden, we thrive on challenges that allow us to "seek the unique, learn the unlearnable, and imagine the impossible." Our approach to revitalising Wild Culture was no exception:

1. Deep Dive Research: We immersed ourselves in Wild Culture's archives, conducting in-depth research to understand its essence and impact during its print era.
2. Collaborative Visioning: Working closely with original founder Whitney Smith, we engaged in a series of intense brainstorming sessions. Our goal was to distil the core of Wild Culture's ethos while envisioning its future.
3. Brand Strategy Development: Leveraging our insights, we crafted a comprehensive brand strategy that positioned Wild Culture at the "fertile intersection between nature and culture" – a space ripe for exploration in the digital age.
4. Holistic Brand Creation: True to our philosophy that "brands are living things," we nurtured every aspect of Wild Culture's new identity:some text
   • Logo Design: Created a visual mark that embodied both Wild Culture's heritage and its digital future
   • Website Design: Developed an immersive online experience that invites exploration
   • iPad App Conception: Designed a mobile interface to bring Wild Culture to life on tablets
   • Art Direction: Curated and directed photo shoots to establish a distinctive visual language
   • Product Ideation: Conceived branded products for an online retail shop, extending the Wild Culture experience beyond the screen
5. Future-Proofing: We built innovation into the core of the new Wild Culture, ensuring it could evolve and adapt in our rapidly changing digital landscape.

Results

The relaunch of the Journal of Wild Culture in December 2012 was met with enthusiasm from both long-time fans and new audiences:

1. Successful Digital Transition: The website quickly became a hub for thought-provoking content at the intersection of nature and culture, attracting a global readership.
2. Expanded Reach: By leveraging digital platforms, Wild Culture's audience grew beyond its original Toronto base, fostering a worldwide community of nature and culture enthusiasts.
3. Brand Cohesion: The unified brand identity across web, mobile, and physical products created a seamless Wild Culture experience, reinforcing brand loyalty.
4. Innovation Leadership: The Journal of Wild Culture established itself as a forward-thinking voice in the digital publishing landscape, setting new standards for online magazines in its niche.

The Wild Culture project embodies Garden's belief that great branding is about more than just aesthetics – it's about nurturing ideas and watching them flourish. By respecting Wild Culture's roots while boldly reimagining its future, we helped create a digital oasis where nature and culture continue to intertwine, inspiring a new generation of thinkers and creators.

As we like to say at Garden, "We have dreams of important and exciting projects, but we have no ambition to be the biggest – just the greatest." The Wild Culture rebirth stands as a testament to this philosophy, proving that with passion, creativity, and a collaborative spirit, even the wildest ideas can be cultivated into something extraordinary.

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