Arboretum of Los Angeles County
Overview:
The Arboretum of Los Angeles County (formerly known as the Los Angeles County Arboretum and Botanical Gardens) is a 127-acre botanical garden and historical site located in the city of Arcadia. It currently lives in the shadows of competitors like the Huntington and Descanso Gardens, and is largely frequented by the elderly and young children. In the process of conducting a rebrand of this non-profit organization, the goal was to target young adult audiences and implement event programming initiatives that fuse environmental education and entertainment.
Deliverables:
Brand Identity + Strategy, Copywriting, Digital Design, Illustration, Print Design, Publication Design, Spatial Design
Brand Identity | Seasonal Lockups
In the process of developing a new identity system for the Arboretum, I knew that I wanted to take advantage of my prior degree in Environmental Studies. My undergraduate coursework in biology, geology, and ecology ultimately taught me that the state of the natural environment is always in flux. With this reality in mind, I decided to create a flexible identity system that is based upon the passage of the four seasons.
Within each seasonal lockup, the logotype remains stable, while the iconography and color palette reflect change. I created illustrations of a blooming California Poppy, a sprig of White Sage, a Coast Live Oak branch, and a Poison Oak leaf, which respectively correspond to spring, summer, autumn and winter. It’s important to note that each of these species are native to southern California.
Print Design | Stationery Suite
Print Design | Spring Poster Series
Following the establishment of this dynamic identity system, I began to incorporate the theme of seasonality into multiple print touch points. I created a promotional poster series for each season, which showcase vibrant plant portraits, “bloom calendars,” and original Haiku poetry. These seasonal campaigns enabled me to not only flex my design skills, but to also evolve as a budding poet.
Print Design | Summer Poster Series
Print Design | Autumn Poster Series
Print Design | Winter Poster Series
Digital + Print Design | Event Series
In order to target Millennial and Gen Z audiences, I decided to develop a summer event series that features evening classes, workshops, and live entertainment under the stars. These offerings are designed to provide “edutainment” opportunities for young adults, and to showcase local musicians from the entertainment capital of the world.
Spatial Design | Plant Placard + Wayfinding
Those who traverse through the grounds of the Arboretum will be reacquainted with the rebrand in the form of wayfinding and signage. When I visited this non-profit over the summer, I noticed that its plant identification placards were not only very faded, but also un-branded. With this observation in mind, I decided to prioritize the design of these labels.
Print Design | Merchandise
Following a lively visit to the Arboretum, visitors may be prompted to purchase a souvenir. As shown below, my “go-to” gift shop purchase will always be a baseball cap.
