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 Humankind Studio in need of a rebrand. The project included overall strategy and messaging, a new tagline, creative campaigns, visual identity, 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 committed to connecting communities around Washington and across the globe to the spaces and efforts of the U.S. National Arboretum. Inspired by the most iconic visual element of the arboretum, the National Capitol Columns, we settled on a column of slab serif letters that could be used alone or as the full logo lockup. We also created supporting marketing phrases based around the FONA acronym and the best parts of the Arboretum.
