A fresh-as-a-daisy horticultural redesign

Longwood Gardens

A fresh-as-a-daisy horticultural redesign Longwood Gardens

Longwood Gardens

Longwood Gardens is recognized as one of the world’s premiere outdoor gardens and horticultural centers. Beautiful landscapes provide delightful and inspiring experiences for visitors of all ages and backgrounds. The property consists of over 1,000 acres of gardens, woodlands, and meadows, and is home to more than 11,000 types of plants.

The mission of Longwood Gardens extends far beyond the creation, preservation, and celebration of botanical gardens. While a diverse range of visitors enjoy family entertainment, cultural events, and performances at the gardens, Longwood Gardens’ dedication to environmental stewardship, community engagement, and horticultural education complements the unmatched visitor experience and sets it apart as a worldly and innovative institution. We worked with Longwood to redesign their website to be an experience that supports this mission.

The redesigned website had to be accessible to a wide range of audiences to help welcome the public. To do this, it was imperative we rework the information architecture and website wayfinding to surface a clear picture of the Longwood garden experience. Educational content was made a priority, surfacing Longwood’s formal and informal learning opportunities.

At the time of our redesign, Longwood Gardens began producing editorial content in the interest of increasing engagement with visitors. We built a system that can house these new content initiatives in the form of a blog and home gardening tips.

We worked on creating a visual hierarchy with interchangeable modules that shows potential visitors everything they never knew about Longwood Gardens. In addition to making logistical visit-planning information (like parking) easy to find, the website prioritizes previously-lesser-known information such as events, performances, and activities.

Discover new gardens to visit by browsing available gardens and collections by season.

Gardens are seasonal by nature, and the website redesign was flexible to feature seasonal gardens and displays.

When purchasing general admission tickets, special events are surfaced to increase awareness of Longwood's calendar of performances.

When purchasing general admission tickets, special events are surfaced to increase awareness of Longwood's calendar of performances.

To improve editorial content and user engagement, Longwood publishes gardening tips reaching a variety of visitors.

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