American Forests, a non-profit forest conservation organization, wishes to undergo a comprehensive brand redesign to both make their message stronger and to bring more interest to their cause. They have requested, along with a brand redesign, a new website redesign with a mobile version to go with it.

Starting with their brand identity, their original symbol missed the mark in terms of message, as it featured a single tree instead of a forest of trees. I created a symbol based on the vertical pattern you see when looking into a forest, and the new symbol is a better representation of their cause. The website redesign came next, and was designed based on the original website’s issues. The original website lacked emotion, a critical part of any form of conservation or activism. I brought that forward by using powerful forest imagery and strong statements, which were supported by a consistent, unified color scheme and layout, something that the original website lacked. The symbol itself is used as a graphic element in the layout, which added color and worked with both text and images. The mobile version of the site followed the same design touchpoints as the desktop version, but was made more friendly in terms of layout and navigation.