Arbor Day Foundation's
Refreshed Brand Collateral
Challenge
To design a comprehensive brand collateral package that aligns and unifies their new professional presence
Audience
Arbor Day Foundation’s colleagues and external stakeholders
Solution
Experiment with different looks and finalize a cohesive look featuring consistent branding across all materials
What I did
Business Cards
Stationary
Notecards
Folders
Linkedin Banners
Desktop Backgrounds
Envelopes
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Three Distinct Looks
We started the project with curating three concepts that show what the visuals would look like across various print and digital touchpoints.
Concept 1
Ripple Effects
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Inspired by one of the new brand elements—three circles with varying stroke weights representing ripples of actions and beliefs—this concept ties directly to the brand messaging, "Small acts add up to global good." The design uses ripples and brand colors to evoke a sense of empowerment around the impact of individual and collective actions.
Concept 2
Natural Craft
This concept incorporates natural materials and textures across both print and digital applications. By using recycled materials and emphasizing sustainability, it communicates the brand’s values while maintaining a low environmental footprint. The result is a tactile, authentic look that aligns with living the brand’s mission.
Concept 3
Leaf Textures
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Drawing from my own photography of leaf textures—including highlights, shadows, water droplets, insects, and intricate veins—this concept captures the connection between trees, people, animals, and the circle of life. It tells a story of interdependence and the beauty of nature’s design.
After reviewing the concepts, Concept 3 was selected. I refined and developed it further to create a design system that fully embodies the refreshed brand identity.
Final Selection
This project was all about the details—refining layouts, choosing the perfect typography, and preparing designs that look great in print and on-screen, all while creating a cohesive and impactful brand experience.
"Working with Melissa on our rebrand collateral materials was an absolute pleasure—her creativity, attention to detail, and professionalism exceeded our expectations. She seamlessly brought our vision to life, delivering stunning designs that truly elevated our rebrand materials."
-Ed Mejai
Art Director, Arbor Day Foundation