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New England Wild Flower Society Announces New Name, Launches New Website

10 April 2019

New England Wild Flower Society has unveiled a new name, tagline, and website—all designed to better educate and engage people in the work of conserving and promoting native plants. The new name—Native Plant Trust—was selected after a comprehensive brand strategy project that included staff, volunteers, trustees, donors, and members.  The new tagline—conserving and promoting New England’s native plants—was derived from the organization’s mission to “conserve and promote the region’s native plants to ensure healthy, biologically diverse landscapes.”

Executive Director Debbi Edelstein explained: “Since our founding in 1900 as the Society for the Protection of Native Plants, we have had four names. In 2019 we are ready for one that is better aligned with our mission, our impact...and our roots. This new name clearly conveys our identity as the nation’s first plant conservation organization and the only one solely focused on New England’s native plants.”

ML Brand Strategy Consulting provided research, strategy, and messaging support to the project; MOTH Design Studio developed the logo and overall visual brand identity. Initial research and stakeholder interviews provided by Experience Curation.


Native Plant Trust is the nation’s first plant conservation organization and the only group solely focused on New England’s native plants. We save native plants in the wild, grow them for gardens and restorations, and educate others on their value and use. We are based at Garden in the Woods, a renowned native plant botanic garden that attracts visitors from all over the world. From this flagship property in Framingham, Massachusetts, 25 staff and many of our 1,500 trained volunteers work throughout New England each year to monitor and protect rare and endangered plants, collect and preserve seeds to ensure biological diversity, detect and control invasive species, conduct research, and offer a range of educational programs. Native Plant Trust also operates a nursery at Nasami Farm in western Massachusetts and manages six sanctuaries in Maine, New Hampshire, and Vermont that are open to the public. For more information, please visit

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