Background 
The Jerusalem Botanical Garden is considered by many to be a hidden gem in the heart of the city. The city residents tend to visit the garden but tourists are hardly familiar with it. One of the ways to attract a new crowd is to create anchoring cultural events that take advantage of the location and area of the garden.

Our Challenge and Solution 
What? A wood exhibit? I’ll pass. Thanks.

How do you attract both young and old audiences not yet a part of the garden’s current visitor-base, to a new exhibit?
You design it in a way that appeals to everyone. Signage systems, newspaper ads, and a graphic language that does not remain in the academic realm, but rather positions the topic and the garden as something that’s accessible to all.