{"meta":{"slug":"native-plants","name":"Native Plant Trust","version":"1.0.0","lastUpdated":"2026-04-30","canonicalUrl":"/brand/native-plants","summary":"Brand book companion to the Native Plant Trust client engagement. Source of truth for the OKLCH ramps, Basetica typography, and the conservation-first voice that runs through the live site at native-plant-trust.pages.dev.","changeNote":"v1.0 (April 2026). Initial brand book layer. Tokens mirror anchors from the Figma visual design file (p5VWutCwwndltJC4UnECMS). Live client repo at /Users/abe/Local Sites/native-plants/."},"foundation":{"name":"Native Plant Trust","established":1900,"foundingBelief":"The native plants of New England are worth conserving because they are the foundation of the region's ecology, culture, and future.","homepageLine":"Conserving the native plants of New England.","descriptor":"America's first plant conservation organization. Founded 1900 in Massachusetts.","valueProposition":"Native Plant Trust conserves and promotes New England's native plants to ensure healthy, biologically diverse landscapes. Through Garden in the Woods, Nasami Farm, the New England Wild Flower Society legacy, conservation programs, certification, and field-guide publishing.","origin":"Founded 1900 as the Society for the Protection of Native Plants. Reorganized as the New England Wild Flower Society and now operating as Native Plant Trust. Headquarters at Garden in the Woods, Framingham, Massachusetts. Operates Nasami Farm in Whately, Massachusetts as a working native-plant nursery.","tagline":"Plants matter. People matter. Place matters.","elevatorPitch":"Native Plant Trust is America's first plant conservation organization, founded 1900. We conserve and promote New England's native plants through gardens, nurseries, certification programs, and field guides. Our work runs from species-level conservation to landscape-scale ecology to the home gardener choosing what to plant on Saturday.","mission":"","brandPromise":"","differentiator":"","voiceSummary":""},"audience":{"primary":"New England gardeners, conservation professionals, students, donors, and the broader audience choosing native plants for home, farm, school, and public landscapes.","descriptors":["Home gardeners replacing lawn or non-native ornamentals with regional native species","Conservation and ecology professionals working at the species, habitat, and landscape scale","Educators and students engaging with botany, ecology, and field-identification curricula","Donors, members, and volunteers who keep the gardens, nursery, and conservation programs running"],"personas":[{"name":"Home Gardener","role":"Member, customer at Garden in the Woods or Nasami Farm","bio":"Lives in New England. Cares about doing right by the land they steward. Wants to plant for pollinators, birds, and soil health, and needs reliable identification, advice, and source-trustworthy plants. Trusts Native Plant Trust because the organization has been doing this for over a century.","needs":["Plant lists by region, soil, light, and goal","Where to buy native plants from a trusted source","Identification help in the field"],"avoids":["Greenwashed nursery marketing","Generic 'pollinator-friendly' lists with no regional specificity","Plant advice that ignores invasive risk"]},{"name":"Conservation Professional","role":"Field ecologist, land manager, restoration practitioner, agency staff","bio":"Works at municipal, state, federal, or NGO scale on plant conservation, habitat restoration, or landscape-level planning. Uses Native Plant Trust as a peer organization and a source of regional expertise. Cares about scientific rigor, data, and the institutional credibility the brand carries.","needs":["Authoritative regional flora and rare-species data","Conservation status updates and field protocols","Partnership and grant-funded program collaboration"],"avoids":["Pop-conservation oversimplifications","Plant lists that conflate native and naturalized","Anything that reads as consumer marketing"]},{"name":"Educator and Student","role":"Teacher, university student, certificate participant","bio":"Engaged with botany, ecology, native plant ID, or landscape design through Native Plant Trust's certificate programs, public lectures, or partner-school curricula. Cares about access to authoritative regional content delivered with rigor.","needs":["Field-guide content matched to regional botanical reality","Certificate program structure and enrollment","Online learning that complements in-person work"],"avoids":["Content that talks down to a curious student","Programs that feel transactional rather than educational","Anything that papers over botanical uncertainty"]}]},"voice":{"tone":["Authoritative","Grounded","Curious","Plain-spoken"],"guidelines":[{"rule":"Botanical specificity earns trust. Name the species, the region, the season.","derivedFrom":"Authoritative","explanation":"Native Plant Trust speaks for the regional flora. Generic 'pollinator-friendly' or 'wildlife-supporting' language reads as marketing. Specific species names, regional context, and seasonal detail read as authority."},{"rule":"Speak to a curious adult, not a beginner or an expert.","derivedFrom":"Grounded","explanation":"The audience is mixed: home gardeners, conservation professionals, students. The voice never patronizes the home gardener and never alienates the conservation professional. Plain language, real specificity, no in-group jargon and no oversimplification."},{"rule":"Conservation comes first, but never moralizes.","derivedFrom":"Curious","explanation":"Native Plant Trust holds a 125-year position. The voice carries that weight without lecturing. State the conservation reality. Let the reader draw the conclusion."},{"rule":"Place is part of the message. Name it.","derivedFrom":"Plain-spoken","explanation":"New England, the Connecticut River valley, the Berkshires, the Cape, Garden in the Woods, Nasami Farm. The brand is rooted in actual places. Name them."}],"doAndDont":[{"do":"Lupinus perennis, the wild lupine, anchors the eastern oak savanna and is the only host plant for the Karner blue butterfly.","dont":"Native plants like wild lupine support biodiversity by providing habitat for pollinators."},{"do":"Garden in the Woods opens for the season on April 15.","dont":"Our beautiful gardens are ready to welcome you for an unforgettable spring experience."}],"surfaceDoDont":[{"surface":"hero","notes":"Hero copy works as a thesis. Conservation register, region-specific, never generic.","do":["Conserving the native plants of New England.","America's first plant conservation organization. Founded 1900.","Plants matter. People matter. Place matters."],"dont":["Empowering the next generation of conservation leaders.","Where plants and people thrive together.","Discover the magic of native gardening."]},{"surface":"cta","notes":"CTAs are concrete next actions. Visit, plant, donate, certify, learn.","do":["Visit Garden in the Woods","Find native plants","Apply to a certificate","Become a member","Donate"],"dont":["Get started","Click here","Discover more","Begin your journey"]},{"surface":"newsletter","notes":"Member newsletters lead with a season-specific update or a conservation finding.","do":["Bloodroot is up at Garden in the Woods. Three weeks earlier than the ten-year average.","The 2026 New England Wildflower Census closed last week with 412 reporting volunteers and a notable increase in eastern red columbine sightings.","Nasami Farm spring sale opens April 19. This year's catalog leans heavy on woodland species."],"dont":["Spring is a magical time at Native Plant Trust.","We are excited to share our latest updates with our community.","Did you know native plants support biodiversity?"]},{"surface":"press_quote","notes":"Pull-quote lines stand alone, hold weight, and read as institutional thesis.","do":["Native Plant Trust is America's first plant conservation organization, founded 1900.","The flora of New England is the foundation of the region's ecology.","We have been protecting native plants since before the modern conservation movement existed."],"dont":["Native Plant Trust is a leading provider of native plant resources.","We are passionate about plants and people."]}],"promptKit":[{"id":"newsletter-intro","label":"Open the member newsletter","prompt":"Write a 60-90 word intro for the Native Plant Trust member newsletter for {month}. Lead with one season-specific botanical observation, conservation finding, or program update. Voice: authoritative, grounded, curious, plain-spoken. Reference an actual place (Garden in the Woods, Nasami Farm, a New England region) where the season fits. No 'we are excited.' No generic biodiversity language.","surfaces":["newsletter","email_body"]},{"id":"species-spotlight","label":"Write a species spotlight","prompt":"Write a 100-150 word spotlight on {species} (use scientific name and common name). Include: regional range in New England, one ecological role (host plant, pollinator support, soil function), seasonal detail, and one practical note for a home gardener. Avoid generic 'good for pollinators' language. Cite a specific relationship or interaction.","surfaces":["body","newsletter"]},{"id":"program-announce","label":"Announce a program or certificate","prompt":"Announce {program} (certificate course, public lecture, garden walk, or volunteer call) in 60-80 words. Voice: institutional but warm. Include date, location, who it's for, and how to register or apply. No marketing wrapper.","surfaces":["announcement","newsletter"]},{"id":"conservation-statement","label":"Write a conservation position statement","prompt":"Write a 2-3 sentence position statement on {issue} (invasive species, habitat loss, climate-driven range shift, etc.) for the Native Plant Trust audience. Authoritative voice grounded in regional ecology. State the position. Don't moralize.","surfaces":["press_quote","subhead"]},{"id":"donor-appeal","label":"Open a donor appeal","prompt":"Write the opening 2-3 paragraphs of a donor appeal for {campaign}. Lead with a specific conservation outcome or program need. Reference Native Plant Trust's 125-year position. Voice: institutional, plain-spoken, never gratuitously emotional.","surfaces":["email_body"]}],"bannedTerms":["utilize","leverage","synergy","world-class","best-in-class","industry-leading","thought leader","passionate about","we strive to","discover the magic","where plants thrive","your journey starts here","click here","learn more","biodiversity hotspot","nature-based solution","sustainable future"],"preferredTerms":["Native Plant Trust","Native plants of New England","Garden in the Woods","Nasami Farm","New England flora","Connecticut River valley","Conservation","Field guide","Certificate","Stewardship","Region","Habitat","Species","Karner blue","Wild lupine","Founded 1900","America's first plant conservation organization"]},"color":{"palette":[{"name":"500","group":"pine","label":"Pine 500","hex":"#028676","role":"Primary · brand-primary semantic anchor","notes":"Pine 500 · Primary · brand-primary semantic anchor"},{"name":"600","group":"pine","label":"Pine 600","hex":"#016f5f","role":"Mid, primary focus","notes":"Pine 600 · Mid, primary focus"},{"name":"800","group":"pine","label":"Pine 800","hex":"#05484b","role":"Deep, the dominant Figma hex","notes":"Pine 800 · Deep, the dominant Figma hex"},{"name":"500","group":"olive","label":"Olive 500","hex":"#879160","role":"Secondary anchor","notes":"Olive 500 · Secondary anchor"},{"name":"500","group":"lime","label":"Lime 500","hex":"#d2f167","role":"Accent · Bright yellow-green","notes":"Lime 500 · Accent · Bright yellow-green"},{"name":"50","group":"neutral","label":"zinc-50","hex":"#fafafa","notes":"zinc-50"},{"name":"100","group":"neutral","label":"zinc-100","hex":"#f4f4f5","notes":"zinc-100"},{"name":"200","group":"neutral","label":"zinc-200","hex":"#e4e4e7","role":"borders","notes":"zinc-200 · borders"},{"name":"400","group":"neutral","label":"zinc-400","hex":"#a1a1aa","role":"muted text","notes":"zinc-400 · muted text"},{"name":"600","group":"neutral","label":"zinc-600","hex":"#52525b","role":"body text","notes":"zinc-600 · body text"},{"name":"800","group":"neutral","label":"zinc-800","hex":"#27272a","role":"headings","notes":"zinc-800 · headings"},{"name":"900","group":"neutral","label":"zinc-900","hex":"#18181b","role":"foreground","notes":"zinc-900 · foreground"},{"name":"white","label":"Pure white surface","hex":"#FFFFFF","notes":"Pure white surface"},{"name":"black","label":"Pure black","hex":"#000000","notes":"Pure black"}]},"typography":{"families":[{"name":"Basetica","role":"primary","fontFamily":"'Basetica', ui-sans-serif, system-ui, -apple-system, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif","notes":"Basetica (205TF). Sans-serif for body, UI, and most headings. Self-hosted at public/fonts/basetica/ in the client repo."},{"name":"Newsreader","role":"editorial","fontFamily":"'Newsreader', Georgia, 'Times New Roman', serif","notes":"Newsreader (Google Fonts). Editorial serif for long-form, field-guide-style headings, and donor-facing material."}],"scale":[{"name":"display","value":"clamp(2.5rem, 8vw, 5.5rem)","use":"Hero headlines"},{"name":"h1","value":"clamp(2rem, 5vw, 3.5rem)","use":"Page titles"},{"name":"h2","value":"clamp(1.75rem, 3.5vw, 2.5rem)","use":"Section headings"},{"name":"h3","value":"clamp(1.5rem, 2.5vw, 2rem)","use":"Sub-section"},{"name":"h4","value":"1.25rem","use":"20px · card heading"},{"name":"body","value":"1rem","use":"16px · body"},{"name":"small","value":"0.875rem","use":"14px · secondary"},{"name":"xs","value":"0.75rem","use":"12px · meta, labels"}]},"subBrands":[{"slug":"garden-in-the-woods","name":"Garden in the Woods","role":"Place / Public Garden","description":"The flagship public garden in Framingham, Massachusetts. The institutional home of Native Plant Trust. Open seasonally, hosts public programs, certificate courses, and garden walks."},{"slug":"nasami-farm","name":"Nasami Farm","role":"Place / Working Nursery","description":"Working native-plant nursery in Whately, Massachusetts. Source of the regional flora that retail customers and restoration projects buy from."},{"slug":"new-england-wild-flower-society","name":"New England Wild Flower Society","role":"Legacy Identity","description":"The historical name of the organization, retained as a legacy reference and in long-running publications. Use sparingly and only where institutional continuity matters."}],"_provenance":{"version":1,"fields":{"foundation.name":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.167Z"},"foundation.foundingBelief":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.167Z"},"foundation.homepageLine":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.167Z"},"foundation.descriptor":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.167Z"},"foundation.valueProposition":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.167Z"},"foundation.origin":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.167Z"},"foundation.tagline":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.167Z"},"foundation.elevatorPitch":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.167Z"},"audience.primary":{"source":"imported","lastEditedAt":"2026-05-27T16:17:08.167Z"}}}}