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 and preserving its heritage. The approach: foreground the intersection of innovation and beauty and amplify Longwood Gardens’ 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 across education, exhibition, print, wayfinding and interpretation, retail and online presence.