The American Forest Fund was a national conservation organization dedicated to empowering family forest owners to make meaningful conservation impacts on their land. Through initiatives like the American Tree Farm System, the American Forest Fund was meant to work to sustain North American forests by promoting stewardship and educating the public about the social, economic, and environmental benefits forests provide.
Design Challenges and Solutions:
Developing a brand identity for the American Forest Fund required conveying the organization’s commitment to forest conservation and the strength of America’s woodlands. We utilized a bold typeface to reflect the stature and resilience of forests, with the ‘A’ in ‘America’ creatively designed to feature a pine tree in negative space, symbolizing growth and sustainability. The color palette of forest green and light green was chosen to represent the lushness and vitality of healthy forests. Imagery highlighting family forest owners and thriving woodlands was incorporated to emphasize fund’s mission and community focus.
Conclusion:
Though the fund never ultimately made it, we had a great time building their identity by integrating strong visual elements and meaningful symbolism, we crafted a brand identity for the American Forest Foundation that reflects its dedication to empowering family forest owners and promoting sustainable forestry practices across the nation.