Hoyt Arboretum's mission is to grow and exhibit trees and plants from around the world while educating the community and helping to conserve vitally important plant biodiversity.

DONATELLI conducted brand equity research, created a new brand architecture and developed a comprehensive brand identity platform including core messaging and identity system that was applied to the Arboretum's Website, collateral, trail guides, interpretive signage and directional signage. The program was further documented with action plans for future environmental signage applications and brand identity usage guidelines.