- A world of trees for all seasons
Hoyt Arboretum | Brand Identity
endangered plant species. The Hoyt Collection includes more than 1,400 true species, with specimens grown from seeds collected in the wild. In turn, these plants produce seeds that can be used to replant native ecosystems that have been destroyed or are at risk. But that message was not getting through. The Arboretum desired its brand to convey that critical message, in addition to conducting research and education while preserving a unique natural environment.
The Arboretum selected Donatelli to drive its rebranding initiative. The process included in-depth interviews of stakeholders; conducting qualitative research; creating the organizational identity, visual language and business papers as well as key messaging development and brand application towards its website, and other media. In addition, Donatelli provided brand identity usage guidelines and an action plan for future environmental signage applications including interpretive, directional and way finding signage systems.