Case Study: New York Botanical Garden refreshes its brand to inspire global action with Wolff Olins

New York Botanical Garden refreshes its brand in 3 seasons with Wolff Olins

The New York Botanical Garden, a globally significant cultural institution, needed to refresh its brand to expand its worldwide impact and better express its dual identity as both a vibrant public experience and a center of scientific expertise. They engaged the vendor Wolff Olins to develop a new brand strategy, visual identity, and verbal identity to connect with diverse audiences from their local Bronx community to an international public.

Wolff Olins created a comprehensive new brand identity rooted in the core idea "Do right by nature," which balanced organic lushness with Bronx boldness. The solution included custom typography, a vibrant color palette, and a graphic language all inspired by the Garden itself. Since its launch in 2024, the work by Wolff Olins has been successfully received, winning awards at The Type Directors Club, The One Show, and D&AD, and has positioned NYBG for greater global relevance and new partnerships.

New York Botanical Garden