Duke Farms

Creating an environmental showcase in the heart of New Jersey

For many years, Duke Farms, a property owned by the Doris Duke Charitable Foundation (DDCF), was a private estate offering limited tours of the display gardens to a small groups of visitors totaling 3-4,000 each year. But when DDCF decided to close the display gardens and transform Duke Farms into environmental showcase and learning center, they came to TippingGardner for help.

Following an extensive strategy phase and focus groups, we created personas to help Duke Farms understand the mind set and behaviors of their new audiences. These personas guided us as we brought the Duke Farms brand story to life with a new descriptor, positioning, and visual identity. We also designed and developed the new Duke Farms web site.

In the first six months after the launch, over 200,000 people visited the Duke Farms, far exceeding all expectations.

Signage and infographics were a key consideration in creating the visual identity system for Duke Farms. From the 22,000 sq. ft. Orientation Center to simple directional signs, TippingGardner worked closely with the Duke Farms team and their architects to ensure the identity translated to permanent and temporary exhibits, interactive displays, and on-site signage.

Because visitors were expected to navigate the property using tablets and mobile devices, we developed a simple user-friendly approach to the new Duke Farms website.


1216 Broadway
2nd Floor
New York, NY 10001