Above & Below


BRIEF: Create the branding, naming and launch campaign for a Museum of Trees. This could cover signage, way finding, merchandise, viral campaigns, in any media you feel appropriate.

SOLUTION: The brand itself has a unique colour palette that changes with the seasons, reflecting the colours of tree foliage. Campaign material would therefore change every three months – this would keep the brand fresh and seasonal. All promotional material would be changed every three months to the appropriate brand colours.

All printed campaign material is produced on recycled stock and substrates. The use of drafting paper and thick greyboard have been used to represent the contrast between the strong structure of the trees and the fragility of their leaves.

As part of the first campaign, posters would be wrapped around trees in towns and cities – it invites you to “Be a Tree Hugger” and also to download an app. This extends the integrated campaign by enabling the use of phone cameras to take pictures of individual trees. This then provides information such as what type of tree it is. The app has an educational and factual purpose, by taking photos of tree foliage and bark the app will reveal information about the tree including it’s type.

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