Brave New Day

Setup

As the nonprofit partner of the U.S. Forest Service, the National Forest Foundation engages Americans in community-based and national programs that promote the health and public enjoyment of the National Forest System. The Foundation needed design assistance in expanding their “It’s All Yours” national public awareness campaign across several modular materials and venues.

Strategy

Building upon the NFF’s existing materials, we worked to bring “It’s All Yours” to the forefront of the campaign by highlighting personal perspectives and photography. We also continued to build on the campaign’s family of icon-based stickers, while introducing recognition-based messaging stickers.

Application

We utilized a contemporary and authentic illustration style to fuse the nostalgia of the National Forest brand with the forward-thinking approach of “It’s All Yours.” The visuals emulate the nature of the highly recognizable National Forest brand by always being friendly, welcoming, and approachable. Textures, icons, and complementary colors bring a vibrancy and freshness expressed across multiple deliverables.

We also created a modular Activity Guide to encourage youth to engage with their National Forests through unique and interactive activities. Participants are encouraged to engage and “earn” badges as they learn about the Forest and Grassland System.

How many kids realize how close—and vibrantly diverse—their own vast and wild backyard really is?

Collectibles

As an addition to the “It’s All Yours” campaign’s core message, we created a series of collectible posters that doubled as coloring pages for the kids’ activities packets. The expression brought a sense of fun and exploration with a purpose—and also serve as lovely wall decorations.

There are 154 national forests and 20 national grasslands across the 9 distinct regions of the United States. The collectible postcards we created showcased each region, and included every forest and grassland in the country. The style was at once nostalgic and contemporary, and brought pride and excitement to the Forest Service staff, helping turn them into brand ambassadors for our own country’s vast national public spaces.

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