Filoli brand book cover

Imagine a place that gives you the space to connect with beauty, nature, and shared stories. Filoli is a special destination that invites all to experience its lush gardens, historic house, and nature preserve. Its leadership selected our team to revitalize the Filoli brand as the nonprofit organization, originally built as a private residence in 1917, plans for a more inclusive future.

Our challenge was to create a new identity and graphic system to engage greater, more diverse audiences while strengthening ties with loyal members. We needed to raise the level of their brand to the must-see destination that they are and aspire to be, and strengthen their move from a preservation mindset to a visitor-centric view with a wider lens of past, present, and future.

CDA staff at Filoli

We began our immersive process with onsite visits, experiencing this peaceful country estate for ourselves, meeting with the staff, and interviewing key stakeholders. Our strategists and designers developed contextual brand identity directions that explored a range of boldness, pushing at the edges of their vision.





The new wordmark asserts itself with timeless letterforms that feel both classic and contemporary. The first two letters hint at an archway. The “o” evokes something unexpected. Above, the brand mark grows elegant buds and leaves from an F-shaped “stemkey.” Embedded in our symbol is newness emerging from history and access for all.

Our collaboration with Filoli struck the balance of where they are and where they’re headed. We created a comprehensive branding system that aligns with their strategic vision and new programming, providing both inspiration and clear guidelines for in-house staff to succeed in their roles. This cohesion of visual solutions reflect not a static museum, but a dynamic and relevant cultural center.

Scope of Work

Brand Strategy

Art Direction


Brand Identity & System

Brand Guide



Packaging Design


Print & Digital Templates

Filoli brand book spreads

“I have to say that the beautiful and thoughtful words provided in the brand book were so helpful to our process. Kathryn, Josh, and team really listened and reflected back to us so much about Filoli’s values in the brand, thank you. It is a gift that keeps on giving”

Susan O’Sullivan, Chief External Relations Officer, Filoli