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)


American Forest Management is the nation’s leading provider of land management consulting and land sales services. Headquartered in Charlotte, the 50-year old company retained SPARK Strategic Ideas in the Fall of 2015 as its first ever marketing partner. The overarching needs were to develop a new identity and generate national awareness for the brand. The company had no previous consumer presence.


Historically, American Forest Management’s marketing efforts were limited to  trade ads, real estate property ads, trade shows and direct mail. Many of these ads and collateral materials had been created at the local or regional level (49 offices across the country) and thus lacked consistency. 


We developed strategic communications plans and creative materials designed to generate awareness in an integrated and consistent manner while incorporating the new brand identity.

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an outdated sea of green dominated by serifs,  dominant names and heavy line weights.


logo evolution.


v1 design comparison

2nd iteration


1st design, completed by freelance designer 

design evaluation

graphic standards.

Primary Brand Colors

PMS 431

PMS 539

PMS 7624

Typeface and Font Family

logo redesign.


must haves.

logo must be symbolic representation of the company vision — simple, memorable, timeless, versatile, appropriate, ownable.




value statement, mission and vision.

branded materials.