Five Million Trees For Maryland

Situation Analysis: The Maryland Department of the Environment (MDE) sought to increase public engagement and participation in its ambitious 5 Million Trees initiative. Existing communication materials were ineffective in inspiring and motivating Maryland residents to take action. To achieve its goals, MDE required comprehensive branding and marketing communications that would resonate with the target audience and effectively convey the environmental benefits of tree planting.
Approach: To address MDE’s challenges, we employed our three-step Discover-Build-Confirm process. We sought out to develop the limited visual assets into a cohesive and complete brand. We began by conducting in-depth research to understand the target audience, competitive landscape, and MDE's mission. These insights informed the development of a refined brand identity, featuring a captivating visual language and compelling messaging. Leveraging these insights, our team of strategists and designers brought the brand to life, creating a leader in public environmental stewardship.
RESULTS
Brand Identity: Visually appealing brand identity that aligned with MDE's mission and values, supported by a user-friendly style guide to ensure compliance with established guidelines.
Compelling Messaging: Clear and impactful messaging highlighting the environmental benefits of tree planting and inspiring action.
Creative Assets: Engaging visual assets, including the creation of Oaky, a distinctive tree mascot.
Digital Materials: Comprehensive suite of brand assets, including a customized social media toolkit, a series of animated videos, a four month-long social media campaign, and digital flyers.
Print Materials: Complete range of marketing materials, including informational flyers, tree registration instructions in English and Spanish, and other informational documents.
Launch Campaign: Multi-channel campaign to generate excitement and awareness for the initiative’s launch.

By combining strategic planning, creative innovation, and effective communication, we transformed the 5 Million Trees initiative into an exciting and impactful brand.