Friends of the National Arboretum
Rebranding A Beloved Organization
Friends of the National Arboretum, the membership arm of the beloved United States National Arboretum, came to me in need of a rebrand. I led the project, which included overall strategy and messaging, a new tagline, creative campaigns, visual identity, an icon system, and dozens of integrated digital and print assets.
Scope of services
Brand development
Creative direction
Strategy
Web design
Signage
Copywriting
Custom icons & illustrations
Print design
Branded apparel
FONA (Friends of the National Arboretum) is a non-profit organization dedicated to connecting communities around Washington and across the globe to the spaces and initiatives of the U.S. National Arboretum. Inspired by the iconic National Capitol Columns, I chose a column of slab serif letters as the central design element, which can be used independently or as part of the full logo lockup. Supporting marketing phrases based on the FONA acronym highlight different areas of the Arboretum.
