Folly Tree

Folly Tree is a cultural archive of trees in East Hampton, NY, dedicated to environmental storytelling. 2x4 worked in conjunction with the Folly Tree Arboretum to reimagine the arboretum’s brand and communications. We developed a strategy and brand expression to promote its visually exuberant environmental ethic along with its commitment to art and science. To bring that to life, we designed a refreshed brand identity and design system, including a web interface and user experience, as well as a digital app for the organization as they continue to cultivate and grow.