Filoli, a historic garden and nature preserve, sought help from Noble Studios to revamp their advertising.
As part of Noble's creative team, we collaborated over two weeks to craft a campaign that would capture the essence of Filoli. Our concept, "By Nature," was inspired by Filoli’s deep connection to its natural surroundings.
Spanning 654 acres of redwood groves, oak-madrone forests, and a stunning 16-acre English Renaissance garden, Filoli’s landscape is at the heart of its story. Nature isn’t just a backdrop—it’s woven into the history of the estate and the inspiration it offers visitors. Whether it’s the vibrant seasonal blooms or the estate’s ability to educate and enchant, Filoli embodies the beauty of being "by nature."
Working closely with a copywriter, my role was to bring this concept to life visually. We layered imagery, illustrations, and design elements pulled from Filoli’s brand book to create a campaign that felt both organic and immersive. The cut-out shapes, inspired by leaves, combined with rich visuals, helped reinforce the theme of being one with nature—just as Filoli is.
For this campaign’s font, we’ve paired Domaine—their brand font—with a new, natural-feeling Sans Serif font named Great Warrior.
This font addition is organic, with the curves representing movement—be it from the wind passing through the leaves or water rippling in the ponds located on Filoli’s beautiful grounds.
You can say even the font is by nature.
In order to visually show that Filoli is by nature I decided to add some garden-inspired illustrated elements to the campaign.
The elements, take an organic yet artistic and modern approach with the brand. The soft shapes tie to the whimsical feeling of being at Filoli. And keeping these shapes very minimal, and using two colors, adds a sense of playfulness and vibrance.
Just like Filoli.
