THE TEAM
Client: Green Bay Botanical Garden
Creative Director: Tamara McLean, De Pere Art Center
Photography: LAUNCH Photography, Film & Video, Inc. 
BACKGROUND
Since the founding of Green Bay Botanical Garden in 1996, the garden has expanded from a dream as a community garden to a major community attraction. The initial brand identity no longer represented the growth and aspirations for the future. In addition the garden desired a new brand identity prior to launching a capital campaign. 
Solution
Using the Gestalt Principles of design, the symmetrical upward motion of the logo icon, inspired by the Mabel Thome Fountain, represents movement, growth and nourishment.
DELIVERABLES
Concept Ideation
Photography Art Direction
Logo Development
Collateral Material Design
Strategy/Approach
DESIGN PROCESS
Define the Objective
Research
Categorize/Synthesize/Research Content
Idea Development
Schematic Design Development
Review/Analysis/Approval
Design/Refinement/Development
Review/Analysis/Approval
Production/Art Set-Up
Production/Fabrication/Installation
Final Review/Analysis/Approval
OUTCOME
Since the rebranding Green Bay Botanical Garden has expanded to now include 47 acres, 23.5 acres are developed with lush gardens, outstanding architecture and peaceful woods which set the stage for a horticultural adventure through plants that thrive in the Upper Midwest. Both children and adults gather here to enjoy a variety of educational programs and year-round special events that feature a wonderful mix of gardening, cultural and family activities, including the Garden’s popular outdoor concerts and WPS Garden of Lights.
Green Bay Botanical Garden is a 100% community supported non-profit that connects people with plants in an environment that engages, inspires and refreshes.
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