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Heartwood

Field Study, Design Research and Creative Strategy, Brand Identity

THE PROJECT

Heartwood Tree and Shrub LLC, Heartwood for short, is an arboriculture company of certified arborists with focus on tree healthcare, preservation and precision tree removal. Enthusiastic with environmental cause and ambitious with physical boundaries, these arborists take on big jobs that require grit and the smaller jobs that require craft. We were tasked with establishing the design system for this energetic identity including a logomark, business cards, clothing graphics and marketing collateral for this pine-fresh company. Based on our field study research work and creative strategy, we created a brand that balances the clean-cut detail work with action and hum of the gritty jobs.

THE RESULT

Heartwood has launched with a brand identity that proudly differentiates itself from the rest. The brand conveys the excitable, animated and balanced nature of Heartwood’s grit and fine arboriculture craft.


CREDITS

ART DIRECTION / DESIGN: Amy Parker
HX / UX: Chris Bransfield


CREDITS

ART DIRECTION / DESIGN: Amy Parker
HX / UX: Chris Bransfield