title. american forest management
description. brand redesign
my role. art director, copywriter, production manager
agency. spark strategic ideas
team. robin foster (dir strategy & brand dev), anne marie holder (ceo)
The entirety of the communications plan and brand rollout included:
Print and digital media strategy and plans
New brand and land sales print advertising
First ever digital media advertising
New website content –
copywriting and photography
New collateral materials –
brand, real estate and wildlife services brochures
Public relations strategy and plans
Public relations media kit
I focused on establishing the brand's value statement, mission and vision, visual identity, tagline (tone and voice), and branded collateral.
competitive and stylistic audit.
an outdated sea of green dominated by serifs, dominant names and heavy line weights.
v1 design comparison
1st design, completed by freelance designer
Primary Brand Colors
Typeface and Font Family
logo must be symbolic representation of the company vision — simple, memorable, timeless, versatile, appropriate, ownable.