Jenkins Arboretum & Gardens

Encouraging New Growth

The Situation

Jenkins Arboretum & Gardens is a 48-acre garden and woodlands on the Philadelphia Main Line that has been open to the public with free admission since 1976. It offers educational programming and hosts events for the community year-round. When Jenkins came to Untuck it was developing a 5-year strategic plan as it approached its 50th anniversary. A key part of the strategic plan was a rebrand to help position Jenkins as a vibrant, active, and essential part of the local community and the greater network of gardens in the region.

Our Approach

Untuck developed the new visual identity for Jenkins after a discovery phase that included competitive research, interviews with stakeholders, and a workshop with staff and board members. During this phase, we helped Jenkins hone in on its purpose, vision, values, and personality.

The new logo that emerged from our creative process provided a clear path for a complete rebranding effort, uprooting the entire identity. The new Jenkins brand communicates the personality of the place, which is friendly, intelligent, approachable, and confident. Beyond the visual identity, we also developed an accompanying tagline, “Free to explore,” as well as extended external messaging culminating from our discovery findings.