Strategic Insight

“The true meaning of life is to plant trees under whose shade you do not expect to sit.” – Greek Proverb

 

The Dallas Arboretum exists for the enduring belief that beauty enriches human life, that nature strengthens community, and that what it cultivates today shapes the world future generations will inherit. 

 

There are many treasures in the gardens, but surely there is no more enduring symbol of life, strength, and inheritance than a tree. 

 

Their life spans naturally put ours into perspective. With beauty, grace and gentleness, a tree reminds us of our place in the natural world and the gravity of our potential.

 

This Brand Campaign for the Dallas Arboretum uses the oldest tree in the garden as a central figure through which the values, initiatives, and promise of the Arboretum can be communicated.