New York Restoration Project

Branding

30 years of transforming NYC

To celebrate its 30th anniversary, the New York Restoration Project (NYRP) partnered with SJI to develop a refreshed brand platform and commemorative logo. We led a wide-ranging discovery process to uncover the values, voice, and vision that have guided NYRP’s impact across three decades. The result: a bold new vision that honors their legacy while positioning the organization for a future of shared growth.

CHALLENGE
After 30 years of transforming open spaces across New York City, NYRP had built more than parks or gardens—they had cultivated trust, partnerships, and a model for community-led environmental change.

As their milestone anniversary approached, they wanted to use the occasion to do justice to their legacy and inspire their next chapter. That meant more than just a fresh look or language—it meant finding the connective tissue between decades of work and a bold vision for the future.

Our task: create an anniversary logo and complete brand platform—mission, vision, tagline, and brand story—that would unite staff, energize supporters, and position NYRP as a leader in green equity.

INSIGHT
We started where NYRP always starts: with the people. We conducted a wide-ranging internal survey with dozens of NYRP staff across departments—from operations to community engagement to field teams. What we heard was both inspiring and consistent: NYRP is more than a nonprofit. It’s a hands-on, heart-first force for change in the neighborhoods that need it most.

Staff spoke of the organization’s deep community roots, its role in providing dignity through access to nature, and the pride that comes from turning overlooked spaces into sources of joy and resilience. Those conversations revealed the brand’s essence—not in lofty ideals, but in grounded, personal impact.

APPROACH
We explored a range of creative directions that honored NYRP’s grassroots identity while embracing its evolution into a city-shaping force. Across our visual and verbal explorations, one principle led the way: growth is collaborative. The creative work needed to reflect NYRP’s belief that greening the city isn’t just a service—it’s a shared act of care between people and place.

Tagline
From early rounds, the creative expression kept returning to the idea of growth: literal, metaphorical, personal, and communal. That theme culminated in a new tagline—Let’s Grow Together—a double entendre that perfectly captured the heart of the brand.

Mission & Vision
In developing the mission and vision, we set out to uncover the “why” behind NYRP’s work—what drives them beyond the trees, tools, and garden beds. What emerged was a purpose rooted in equity, care, and collective growth. It’s not just about transforming spaces; it’s about transforming lives—so we can grow and thrive together.

Brand Story
We authored a brand story that centers people, not process, as the driving force behind NYRP’s impact. It tells the story of becoming a citywide leader in environmental equity, without losing sight of the communities at the heart of its mission.

The 30th Anniversary Logo
To mark NYRP’s milestone year, we designed a special-edition anniversary logo that balanced celebration with continuity. We retained their well-recognized leaf icon, integrating the number “30” in a bold, confident lockup that worked seamlessly across digital and print formats.

This visual treatment allowed NYRP to highlight their legacy across all communications, without departing feeling like a departure from their core identity. The mark serves as both a badge of honor and a reminder of the work still to come.

“SJI Associates was an ideal creative branding partner for New York Restoration Project’s 30th Anniversary. The team paid thoughtful attention to our history of transforming New York City green space and generated inspiring materials that convey both our existing legacy and future vision. SJI encapsulated our brand identity in eye-catching ways that remain true to who we are—plus the team is prompt and kind! We are so proud to tell our story with the help of their expertise.” Ariel Lauren Wilson Senior Director of Marketing and Communications, New York Restoration Project

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