New York Botanical Garden hires Wolff Olins for major brand refresh

The New York Botanical Garden (NYBG) has appointed global branding consultancy Wolff Olins to overhaul its brand ahead of a new era for the institution.

This is the first time in nearly 10 years that the 132-year-old institution has refreshed its identity, this time as part of a new strategic framework to chart its path for the near future and beyond.

The evolution will involve all facets of NYBG’s brand from brand strategy to identity, encapsulating visual components such as logo, colour and typography and communication attributes such as tone of voice and personality.

Says NYBG’s Chief Marketing Officer Michael Crowley, “We’re thrilled to partner with the top-notch team at Wolff Olins to set the course for NYBG’s future, and work together to ensure that our brand communicates the Garden’s multi-faceted offerings across science, horticulture and education. We are energized by the process at hand with Wolff Olins and look forward to bringing our Garden community and the public into the final phases of this exciting brand evolution.”

Jane Boynton, Senior Creative Director at Wolff Olins, said: “It’s not often we get the chance to work with such an iconic New York cultural institution like NYBG. It’s truly an honour for us to have the opportunity to express not only the beauty of its lush and awe-inspiring physical spaces but to also bring attention to the incredible work they are doing around horticultural advancements, scientific research and environmental action.”

“It’s a great privilege to be a part of helping create this next era for such a wonderful organisation as NYBG,” added Boynton.

The creative and strategic partnership will leverage its marketing, communications and fundraising materials to more effectively communicate what NYBG does across its 250 acres, within the community, and around the globe, to increase visitor, donor and student engagement. As the most comprehensive botanical garden in the world and an integral part of the cultural fabric of New York City, anchored in the Bronx, the focus for Wolff Olins will be to more holistically communicate all of the Garden’s disparate offerings.

Committed to protecting the planet’s biodiversity and natural resources, Garden scientists, for example, work on-site in cutting-edge molecular labs and in areas worldwide where biodiversity is most at risk.

NYBG last undertook a brand identity refresh in 2014 as part of its 125th Anniversary, which included the change to the institutional wordmark in referring to the New York Botanical Garden as NYBG. NYBG plans to unveil its refreshed brand in early 2024.