A map for all seasons
LMC partners with Filoli Historic House and Gardens, nestled in California’s picturesque Bay Area, to create engaging visitor experiences and compelling brand communications.
Maps are integral to the Filoli visitor journey, serving a dual purpose as both powerful marketing tools and essential navigation aids. LMC developed a versatile map system that captures the estate’s natural beauty and architectural heritage, built around a flexible framework that adapts easily to seasonal events.
Bringing the brand to life
LMC transformed Filoli’s event marketing through a visual-first approach, replacing copy-heavy communications with striking creative that tells the story at a glance. Alongside this, we developed a suite of premium print collateral that enhances the visitor experience while providing prospective guests with the clarity and inspiration needed to book an event space.
Creating Home
Creating Home is an immersive storytelling experience that spans the entire Filoli estate, exploring the meaning of home through the stories of the people, plants, trees and animals that have shaped Filoli over time. LMC developed a charming illustrative style to bring this narrative to life across a wide range of media, creating a warm and engaging visual identity for visitors of all ages.
Trolls: Save the Humans
LMC crafted a vibrant suite of campaign collateral to bring the Trolls: Save the Humans exhibition to life at Filoli. The touring exhibition features Thomas Dambo’s folklore-inspired sculptures, each crafted entirely from reclaimed materials, captivating visitors through a unique blend of creativity, sustainability and storytelling.
The golden hour experience
Summer at Filoli celebrates long evenings and shared memories. For Summer Stage, LMC created a bold poster series inspired by the energy and atmosphere of outdoor live music. A vibrant illustrated key visual was developed into a flexible campaign system across digital and print channels. For Summer Nights, we created a key visual that captures friends enjoying the golden hour experience that defines summer at Filoli.
"I’d worked with LMC previously during my time with Merlin and Mattel, they understand visitor attractions. They know how guests behave, what signals matter and how to create compelling visuals that clearly communicate an experience Annual visitation has grown from 480,000 guests in 2024 to more than 750,000 in 2025, reflecting not just increased demand, but a deeper appetite for experiences that combine beauty, meaning and delight."