Rebranding the Botanical Gardens: APGA 2024
By Amber Rampino, Creative Director
In June 2024, I traveled to Boston, MA, to attend the American Public Gardens Association’s (APGA) annual conference. This event gathers professionals passionate about public gardens and their vital role in communities. I was excited to present one of 19 Ideas’ most rewarding projects: the rebrand and website overhaul for the Buffalo and Erie County Botanical Gardens.
Presenting the Buffalo Botanical Gardens Rebrand
My presentation focused on 19 Ideas’ brand development methodology, illustrated through the lens of the Buffalo Botanical Gardens project. I took attendees on a journey through our research findings and the development of a new brand platform and showcased the custom illustration work that supported a refreshed brand identity. Our work for Buffalo Botanical Gardens was deeply rooted in its mission of connecting people with nature — especially in communities with limited green space or during harsh winters when verdant natural beauty feels distant.
It was an exciting opportunity to share our approach with an audience that truly appreciated the impact thoughtful branding can have in the public gardens sector. The response to the presentation was incredibly positive, and I had some great follow-up conversations with attendees about how our work could inspire their garden initiatives.
Public Gardens are a Public Health Service
A recurring theme throughout the conference, reinforced by the keynote speakers, was that public gardens and green spaces should be seen as a public health service. This resonated with me and aligned with our research during the Buffalo Gardens rebrand. The concept of transformation was central to the project — how a visit to a garden can be a restorative, almost therapeutic, experience for people, especially in urban environments or during seasons when natural beauty is scarce.
We drew on this idea when developing Buffalo Botanical Gardens’ brand platform, weaving it into the rationale behind our logo design and its overall visual identity. The transformation of space, well-being, and connection to nature became pillars of the brand, and it was gratifying to see how our work aligned with the industry-wide conversations happening at APGA.
Exploring Boston and Looking Ahead
Outside of the conference, I enjoyed exploring Boston in the evenings with our partners from Buffalo and Erie County Botanical Gardens. After attending sessions about curating and maintaining botanical spaces, getting out into the city and soaking in its history and beauty provided notable balance. From dinner in charming neighborhoods to strolling Boston’s public gardens, it perfectly complemented the work we discussed during the day.
The APGA conference offers a rich experience. APGA reinforced the importance of public gardens as both beautiful and vital community spaces. I’m already looking forward to next year’s event in Denver, where we’ll continue to explore new ideas for the future of public gardens and connect with the bright minds who help them flourish.