|
|
|
|
WoodGrowsOnTrees.com
Print campaign, branding and advertisment for the Forest Stewardship Council
The Forestry Stewardship Council are an international charitable organisation with the mission of promoting sustainable use of wood.
Knowledge of this huge organisation is relatively small despite the labelling system in place on all wood and paper products.
FSC had a unique design problem in their wish to advertise their current organisation whilst simultaneously promoting a new online store in the same print and web banner campaign.
This concept began with the URL name. I sought simplicity, memorability and meaning.
"Wood Grows on Trees" is an idea that operates on several levels. The name is both intruiging and playful yet simple, positive and accessible. The consumer is also confronted with the connection between the wood we consume and its origins.
I developed something of a "brand" for this URL name though simplicity was key in order to avoid detracting from the FSC logo.
The advertising campaign stemmed from the URL name - i.e. playing with the idea of wood growing on trees. The correct balance between broadcasting the FSC and the new URL was a challange. I opted to keep FSC logo very prominant to avoid confusion - essentially the tree graphic used references the FSC logo style.
The concept of fruit, wood and trees could prove a sustainable source of inspiration for future art direction.
|
|
|
