From Hidden Gem to Global Steward: Rebranding the Botanical Research Institute of Texas
The Botanical Research Institute of Texas (BRIT) is a leader in botanical science and education, but for many years, few outside the field knew about their transformative work. Partnering with J.O. Agency, BRIT set out to redefine its brand — evolving from a local hidden gem into an internationally respected beacon for environmental stewardship and human wellbeing.
J.O.’s Strategic Vision
- Raise awareness of BRIT’s mission and global impact among broader audiences
- Develop a brand identity that captures the organization’s scientific authority and approachable spirit
- Craft messaging that inspires local engagement and positions BRIT as a global thought leader
- Build a flexible brand platform to support membership growth, capital campaigns, and educational initiatives
J.O.’s Rebranding & Campaign Approach
J.O. delivered a comprehensive rebrand that repositioned BRIT for growth while launching an integrated campaign to expand audience reach and engagement. The team:
- Conducted market research to identify public perceptions and strategic growth opportunities
- Created “Plant to Planet” brand identity capturing BRIT’s global impact on botanical knowledge
- Developed clean, modern visual system with bold photography and discovery-focused messaging
- Launched “By Nature” integrated marketing campaign targeting explorers, families, educators and environmental enthusiasts
- Used headlines like “Curious by Nature” and “Adventurous by Nature” to connect with diverse audiences
- BRIT’s membership nearly doubled after the launch of the By Nature campaign
- Strengthened brand recognition on both local and international levels
- Successfully supported the $3.5 million capital campaign to expand facilities
- Awarded multiple honors for creative excellence, including:
- 2011 AAF-Fort Worth Bronze Award for Arts Direct Marketing
- 2012 Bronze ADDY for Broadcast/Electronic Advertising
- 2012 Bronze ADDY for Direct Marketing/Specialty Items
- 2020 Best Improved Publication Award
IMPLEMENTATION
RESULTS & METRICS
- Successfully launched 4 Stories Commercial Roofing with a complete brand identity system
- Delivered a cohesive set of marketing tools to support customer acquisition and business growth
- Helped establish a polished, professional image from day one — critical in a trust-based industry
- Set a strong foundation for future marketing, sales, and brand-building efforts
