THE SPECIMEN SETS THE RULE
Veins, branching, symmetry, growth, and seasonal change generate marks, frames, motion, and information patterns.
ALL WORKCONTACT ↗Independent Creative Exploration// DARK MATTER GRID / CASE STUDY P32
IDENTITY / EDITORIAL / ENVIRONMENT / CAMPAIGN
NYBG: NATURE IN RESONANCE
A living identity and public-programming system built around the rhythms, intelligence, and seasonal change of the New York Botanical Garden.READ THE STORY ↓
DISCIPLINEIDENTITY / EDITORIAL / ENVIRONMENT / CAMPAIGN
ROLESTRATEGY + IDENTITY + EXPERIENCE DESIGN
PROJECT TYPEINDEPENDENT REBRAND CONCEPT
PATHSPECIMEN → PATTERN → SEASON → PROGRAM → RETURN
01
THE STRATEGIC HOOK
Make a living institution feel alive before arrival.
A botanical garden is not one static place. It changes by hour, weather, season, collection, and visitor. The identity needs to hold science, beauty, education, conservation, and public programming without reducing nature to decoration.
02 / THE ORGANIZING IDEA
“Build the brand from the visual rhythms plants already create.”
03
THE DESIGN LOGIC
How the system works.
SEASONS CHANGE THE SYSTEM
Color and imagery shift through the living calendar while structure remains recognizable.
SCIENCE STAYS VISIBLE
Species names, field notes, collection data, and horticultural knowledge share space with emotional storytelling.
EVERY VISIT OPENS A PATH
Campaign, wayfinding, membership, exhibitions, education, and retail point toward deeper exploration.
04
THE IDENTITY
The idea becomes visible.
A modular botanical line system grows from observed plant structures rather than one decorative flower. The mark can expand, crop, animate, and organize information across seasons and programs.
Where every living system leaves a pattern.
GARDEN SANSIDENTITY / WAYFINDING
FIELD SERIFEDITORIAL / EXHIBITIONS
SPECIMEN MONOSCIENCE / LABELS
CANOPY#163B32PRIMARY FIELD
MOSS#6F8B55SEASONAL SIGNAL
PETAL#D76A78PROGRAM ACCENT
PAPER#F3F0E7EDITORIAL CANVAS
05
THE VISUAL LANGUAGE
LET THE GARDEN WRITE THE GRAPHICS.
Macro botanical photography, observed line structures, field labels, generous paper tones, and seasonal color produce a language that can move from scientific detail to civic-scale invitation.
06
APPLICATION
A SEASONAL SYSTEM, NOT A SINGLE CAMPAIGN.
The identity supports exhibitions, transit, maps, member mail, school programs, garden labels, packaging, digital guides, and after-dark programming through one set of rules.
THE SYSTEM, APPLIEDA SEASONAL SYSTEM, NOT A SINGLE CAMPAIGN.
The identity supports exhibitions, transit, maps, member mail, school programs, garden labels, packaging, digital guides, and after-dark programming through one set of rules.
07
EXPERIENCE
LET VISITORS BUILD THEIR OWN GARDEN PATH.
A responsive guide connects season, time, access needs, interests, and live bloom data to a useful route through the grounds.
WHAT IS ALIVE NOW
A live seasonal layer shows bloom, color, weather, and collection highlights.
ROUTES WITH PURPOSE
Visitors choose family, science, quiet, photography, or limited-time program paths.
FIELD NOTES
Saved specimens and stories create a personal record that changes with every visit.
The garden becomes
a living score.
The identity expands into an evening program where plant rhythms, seasonal data, field recordings, and projected line work turn the Garden into a changing audiovisual composition.
FLAGSHIP / PUBLIC EXPERIENCENATURE IN RESONANCE
SEE WHAT THE GARDEN SOUNDS LIKE.
SEASON
Color, programming, and motion change with the living calendar.
SCIENCE
Plant data and horticultural knowledge shape the story, not decorative trends.
SOUND
Field recordings give each collection and landscape its own audible identity.
ACCESS
Wayfinding, family tools, and digital guides make exploration easier to enter.
09 / LAUNCH SYSTEMBuild recognition.
Build recognition.
Then build return.
01TEASE / BOTANICAL LINES APPEAR ACROSS TRANSIT
02OPEN / AFTER-DARK PERFORMANCE THROUGH THE GARDEN
03SUSTAIN / SEASONAL FIELD NOTES + MEMBER NIGHTS
A seasonal identity gives NYBG one system for exhibitions, membership, education, retail, and public programming. It creates more reasons to return while keeping horticulture at the center.
11
THE RESULT
A system with gravity.
Nature in Resonance gives NYBG one living system for identity, education, exhibitions, membership, retail, and return visits without separating beauty from botanical knowledge.