Each design uses split imagery to connect people, land, and growth within a single frame.
By contrasting darker, organic backgrounds with bright, modern typography, the posters achieve a strong visual impact that feels both natural and contemporary.
The call to action is placed neatly in the footer, ensuring a clear visual hierarchy and allowing the trustmark’s textured detail to stand out and reinforce the authenticity and warmth at the heart of the brand.
Tree Aid - Rebranding Environmental Campaigns into Human Narratives
Rebrand · Evolved brand trustmark · Community led icon set · 6pp exhibition leaflet · Print and digital poster series · Outdoor billboard visuals · LinkedIn social post series · Physical exhibition at Hult International Business School, December 2025
“What Trees Grow” is a unified communication campaign. It emphasizes that Tree Aid’s work goes beyond planting trees. Every tree represents a life supported, a community strengthened, and a landscape restored.
The campaign translates a 35 year conservation legacy into a socially native, culturally resonant brand campaign built to encourage purpose driven professionals across the UK and Europe in a design brief that called for an innovative concept of a hopeful, shared environmental movement to raise the company’s brand awareness. The new brand positions the charity for continued impact and growth.
A Renewed Identity & Clarified Communication Strategy
My creative direction for the project was to create a brand that better represented Tree Aid’s unique value proposition of a dual approach to sustainability campaigns (humanity and nature). My “What Trees Grow” approach refocused the narrative to also make people the core of the brand.
“As we look to the future and the challenges and opportunities that it holds, we need an identity that will help us continue scaling up our work and impact , to show where we’ve come from and energize where we’re going.” Sally Airey, Director of Communications Fundraising at Tree Aid.
A Visual Statement of Tree Aid’s Mission
A Visual Statement of Tree Aid’s Mission: The evolved trustmark, at first glance, reads as a tree. However, its branches reveal the silhouette has a “+” symbol, a universal mark for aid, action, and connection. This visually fuses Tree Aid’s dual purpose of growing trees, land restoration and providing aid that helps people and communities.
The hand-drawn, textured finish gives the logo warmth and humanity, echoing Tree Aid’s community-led approach.
Natural & Optimistic Hues
The color palette draws directly from the landscapes and spirit of Tree Aid’s work which rooted in nature yet uplifted by optimism and human energy. It was selected to feel natural, optimistic, and authentic to its West African and Ethiopian roots.
Dual Realities into One Visual Story
Before & After
Each design uses split imagery to connect people, land, and growth within a single frame.
By contrasting darker, organic backgrounds with bright, modern typography, the posters achieve a strong visual impact that feels both natural and contemporary.
The call to action is placed neatly in the footer, ensuring a clear visual hierarchy and allowing the trustmark’s textured detail to stand out and reinforce the authenticity and warmth at the heart of the brand.
Adaptation For LinkedIn Corporate Relevance
Bold typographic integration and minimalist silhouettes create clarity within the feed, while headlines were reshaped to resonate with a professional audience.
The "What Trees Grow" campaign successfully transitions Tree Aid from a traditional charity model to a modern, socially native movement. By fusing artisanal, hand drawn textures with disciplined typographic logic, the new identity speaks to both the human soul and the corporate professional. This project serves as a definitive case study in solving complex communication challenges in the non profit sector. The result is a brand that no longer just asks for help, but invites participation in a shared, optimistic future.
