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.
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.
“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”