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Tree Aid Re-Brand

Research and idea development

Tree Aid is an international development charity based in Bristol that works with people in the drylands of Africa to combat the effects of the climate crisis by growing trees and restoring land. Trees provide nutritious food and enable communities to earn a sustainable income. Since Tree Aid began in 1987, we have worked with communities in the Sahel to restore over 167,000 hectares of land and grown over 27 million trees.
In fact, we grow one tree every 19 seconds!

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Research and contextualisation

The starting point for any rebranding project is to understand who the organisation is and what they do now and what they have done before, we were very helpfully provided a lot of this knowledge as part of the brief. The next important part of contextualising that brand is looking at where it sits in the market - who is else is similar to them and what are they doing? What do their brands look like?

I focused on two stands of research while looking at this; other environmental charities and more broadly other recent third sector rebrands, to get a gauge for where I feel Tree Aid might fit in, I need to decide do I want them to conform to peer norms, do they want to do something a little bit different  or perhaps a lot different?

Start Network

 “It had to be disruptive in that it avoided the usual charity tropes and showed authentic moments of action.” 


Peter Larkin, Nice and Serious Design Agency

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Font research

This proved tricky as I wasn't really sure where to start, I also didn't want it to be gimmicky or inappropriate , so after an initial scan I chose to just play with what I already had and found that was far more fruitful. But here's a selection of what I initially found. 

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I had an idea that I'd like to use the textures for the Baobab bark. Possibly as a subtle watermark in the background of my update pages, although I did experiment I felt it made the page a little busy.

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Colour research



Triad and Tetradic combinations


Sketches and Ideas

Every good project starts with a mind map or two!


Quick fire sketches without thinking to hard:

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Digital playtime with logo ideas

Great Green Goals


Name ideas...

Gender Neutral?

Frankie - Frankincense

Bobbie Boabab

Archie Acacia


Cassie Cashew

Mel Moringa

Idea 1 - Green Belt Day

Somewhat similar to Red Nose Day, Green Belt Day is a day where (for a donation to Tree Aid) people can wear a green belt to school or work. The primary focus is schools, it's an opportunity for schools to include this in their enrichment programs, The would initiative includes; climate change, the environment and nature, geography and biology (different eco-systems), but also sports and Art.

The school could plant a tree and perhaps twin trees with another school in one of the Tree Aid communities, covering the cost for the twinned tree. Other fun activities for the day could include a great green goal sponsored challenge - teams compete in Football or Netball to score 'green goals' against each other - the aim is to get a goal every 19 seconds (like the trees planted). This is physical activity adding to the appeal for the school.

The green belts themselves are an art & design competition - children compete have a tree named after them by making the best belt from the most creatively decorated with the most innovatively recycled materials used.

Benefits to Try Aid are education and awareness to new demographics (not just the school children, staff and parents too), raising the profile and fundraising opportunities.

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