Rebranding

21/07/2022



Botanical Research Institute of Texas

Market Research | Rebranding | Campaign

The Challenge

As their strategic partner, J.O. developed a campaign that introduced the Botanical Research Institute of Texas (BRIT) to the people of the planet they’re trying to save. We helped the brand evolve from a hidden gem to an internationally renowned resource for explorers, discoverers, environmental stewards and champions for human health and wellbeing.

The Solution

Many had no earthly idea about BRIT’s ever-expanding impact. So, we set out to create a unique identity and powerful messaging. BRIT shares knowledge about the plant world to enhance the life of every living thing on our planet, and the new “Plant to Planet” tagline immediately conveys the scope of BRIT’s impact and a sense of local-to-global stewardship. A clean, modern design and bold photo style provide visual consistency and room for headlines to flourish.

The Result

Our partnership has reaped stellar results. The accompanying “By Nature” campaign speaks to everyone, so much that BRIT’s membership doubled after the launch of this fully integrated campaign. Since 2001, J.O. has developed and executed a membership campaign, created a brand identity platform and designed and executed a $3.5 million phase of a capital campaign to open a new building. J.O. has also received multiple awards for our work.

Botanical Research Institute Marketing
Botanical Research Institute We are green to the core blurb
Botanical Research Institute Plant to Planet advertising campaign
Botanical Research Institute Marketing

Plant to Planet

So, how does J.O. capture and represent the ever-expanding impact that an organization like BRIT has on the world? With clever word play, of course! The meaning behind the Plant to Planet tagline is as serious as the language is playful. BRIT shares knowledge about the plant world to enhance the life of every living thing on our planet. The new tagline immediately conveys the scope of BRIT’s impact and a sense of local-to-global stewardship.

Botanical Research Institute website
Botanical Research Institute Expolorers By Nature advertising campaign
Botanical Research Institute Curious By Nature advertising campaign
Botanical Research Institute Adventurous By Nature advertising campaign

By Nature

The curious, the playful, the inquisitive and the adventurous all find what they’re looking for at BRIT. We needed a campaign strategy. A clean, modern design and bold photographic style work together to provide visual consistency and room for the array of headlines to flourish. The ‘By Nature’ campaign speaks to everyone…and they must have been listening. BRIT’s membership nearly doubled in size after the launch of this fully integrated campaign.

2011 American Advertising Federation, Fort Worth Bronze for Arts, Direct

2012 Bronze Addy for Broadcast/Electronic

2012 Bronze Addy for Direct Marketing, Specialty Items

2020 Best Improved Publication

Botanical Research Institute By Nature direct marketing campaign

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