The goal was to create a visual expression of the Missouri Botanical Garden’s new brand.

We proposed a new brand to align with the construction of a modern welcome center and other major updates. With many of its patrons being older, the Garden is also aiming to attract a younger crowd. To mark this new beginning and focus, the brand features a horizon as a key element. Black and white images are woven into the design to reflect the scientific core of the Garden. A dotted circle represents a focus on the future, while a vast gallery of stunning images and plenty of negative space highlights the Missouri Botanical Gardens’ global exploration of plant life.