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Developed by industrialist Pierre du Pont, Longwood Gardens is the largest public pleasure garden in the United States. Our mission was to build a brand strategy to take Longwood into the next century, making its relevance palpable, preserving its heritage. The approach: foreground the intersection of innovation and beauty at the heart of du Pont's legacy and amplify the Longwood multi-sensory, eye-popping spectacle that makes us think, feel and return to our daily lives with fresh ideas, new perspectives and creative inspiration. With strategy in place, Longwood reframed all brand expressions from masterplanning through programming. We designed a new identity and communications system to shape those experiences: education, exhibition, print, way finding and interpretion, retail and online presence. The new brand was fully launched with the opening of summer nighttime garden experience, Light, an series of large scale art installations throughout the garden designed by international artist and lighting designer, Bruce Munro.