Brokaw, Inc.
Holden Forests & Gardens: Rooted in Legacy, Designed for Growth
When the Holden Arboretum and Cleveland Botanical Garden joined forces, they needed a unified brand identity that reflected their shared values and broad mission—from urban gardens to remote forests, education to conservation.
I led the development of a full visual identity system that honored the unique histories of both organizations while creating a forward-looking brand to support fundraising, public engagement, and internal cohesion. The system was designed to flex across signage, apparel, web, and environmental branding.
Lead Designer – Brand Identity, System Development & Guidelines
Contribution
Strategic Brand Identity
Created the primary masterbrand logo and system of supporting marks to represent the institution’s dual legacy
Designed a cohesive visual language, including color palette, custom iconography, type system, and illustration styles
Worked closely with executive stakeholders to align visual tone with mission, values, and educational objectives
Guidelines & Implementation
Authored robust brand guidelines to ensure consistent usage across external vendors and internal departments
Designed templates for environmental signage, membership communications, apparel, digital applications, and donor materials
Collaborated with content and marketing leads to ensure a unified, inspiring experience for donors, staff, and visitors
Digital & Environmental Applications
Provided design direction for website layout and overall brand experience online
Created mockups for branded signage, maps, wayfinding systems, and event collateral
Impact
Successfully launched a brand identity that unified two legacy organizations under one purpose-driven system
Improved consistency and recognition across public touchpoints, fundraising communications, and internal materials
Built a scalable foundation for future branded initiatives, including website, signage, and donor campaigns