Tree Aid – Identity

Tree Aid is Resilient by Nature.

That’s our new tagline and strategy for the brand, a belief system that is purposeful and multilayered. It speaks to the trees, to the people who care for them, and to the charity itself.

Inspired by the relationship between people and the power of trees, we built our brand around a single idea: “Thriving Together,” guiding both messaging and design.

As part of our design process we made trees part of our design team so everything was connected.

We collected samples of tree rubbings, bark, foliage, and seeds, so the design could take on a patterned, textured look.

We also planted sensors on various trees to measure their biometrical signals (what we called ‘tree pulses’); that data is now being used, in real time, to animate backgrounds for Tree Aid communications.

Back in the studio, we created a logo for the charity that’s half tree and half person.

For the colour palette, we chose warm taupes, deep browns and forest greens – rich, earthy hues drawn from the landscapes of West Africa and Ethiopia. Even the icons feature trunk-like flares.

Together, these elements root the identity in both people and place, reflecting a brand grounded in partnership.

In photography, people and land are shown in partnership. Roles such as ‘tree-planter’ are now reframed as ‘fire breakers’ and ‘rain rescuers’ — reflecting the work of local farmers who understand the rhythm of trees and how to nurture them.

This perspective shaped a tone of voice that is curious and future-focused, with lines like ‘A whole cookbook from a cashew’ cutting through the usual doom and gloom messaging of charities.