Hamilton Gardens sought to elevate its visitor experience with a new arrival centre and the introduction of paid entry, aligning with its international reputation. However, the existing brand lacked a cohesive narrative and identity. To support its status as a destination, a new brand strategy, identity, and wayfinding system were needed. We collaborated with Hamilton City Council and mana whenua to develop a cultural narrative and brand strategy that invites visitors to "explore a world more wonderful," immersing them in the unique stories of each garden.