Arbor Day Foundation
Creative Director: Ryan Taylor
Art Direction: Katrina De Guzman
Design: Katrina De Guzman and Alanna Minor
Writer: Adil Hussain
Arbor Day Foundation came to us for a creative campaign to encourage the public, corporate partners, and philanthropists to help them plant 500 million trees in the next 5 years. The campaign we created, “A Tree Can Be,” included its own visual identity, website design, social posts, and campaign video. “A Tree Can Be” illustrates all of the ways that trees contribute to the greater good.
Visual Design System
The creative team and I created this visual design system for Arbor Day Foundation that mimics a tree’s structure. The white space on either side of the layout represents a tree trunk, and the bold type branches off of the trunk like leaves.
You can see the system applied below in web and social layouts.
Artist Commission
As part of the Tree Can Be campaign, we had the idea to commission fine artists to interpret what a tree can be. These art pieces would then be used as a part of campaign promotion materials and eventually a gallery to attract stakeholders and raise awareness of the cause.
Fine artist and illustrator, Paula Stein, was the first artist to be commissioned. Her final piece interpreted how a tree can be brave. The upward angle shows the tree’s strength and power.