The Garden Brand: As Nature Evolves, So Must We By: Jaime Eschette, Director of Marketing & Communications
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ince its founding in 1926, Santa Barbara Botanic Garden has respected the vital role of native plants as the foundation of a thriving ecosystem. They sustain our life on Earth. Today, as threats of climate change, biodiversity loss, and other social and environmental challenges accelerate, so too does our resolve. More than ever, the Garden is committed to our mission of conserving California’s native plants and habitats for the health and well-being of people and the planet. But as people and the planet evolve, so must the Garden. The Garden has always been more than just a beautiful place. As the first botanic garden in the nation to focus exclusively on native plants, we are
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a leader in native plant cultivation and conservation. Yet, until recently, the Garden was known as one of Santa Barbara’s hidden gems. While a compliment, that under-the-radar recognition wasn’t going to help us continue to deliver upon our mission well into the next century. So, we needed to shake things up. At the start of 2021, we embarked on a year-long journey to reestablish the Garden’s brand. That meant we needed to evaluate our principles, voice, personality, and identity to make certain they aligned with our mission, resonated with our audience, and reflected today’s most pressing environmental needs and dialogues. We brought together a group of staff, board members, and key stakeholders to explore and examine our most pressing question: How do we inspire and empower everyone to plant native plants?
