Voice
Tone: Authoritative, Grounded, Curious, Plain-spoken.
Rules
Botanical specificity earns trust. Name the species, the region, the season.
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.
Derived from. Authoritative
Speak to a curious adult, not a beginner or an expert.
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.
Derived from. Grounded
Conservation comes first, but never moralizes.
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.
Derived from. Curious
Place is part of the message. Name it.
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.
Derived from. Plain-spoken
Do and don't
Do
Lupinus perennis, the wild lupine, anchors the eastern oak savanna and is the only host plant for the Karner blue butterfly.
Don't
Native plants like wild lupine support biodiversity by providing habitat for pollinators.
Do
Garden in the Woods opens for the season on April 15.
Don't
Our beautiful gardens are ready to welcome you for an unforgettable spring experience.
By surface
Hero copy works as a thesis. Conservation register, region-specific, never generic.
Do
Don't
Prefer
Avoid
