One of the defining and arguably best features of Atlanta is its trees. Folks here take their trees seriously and are very protective of this aspect of Atlanta’s identity—when looking for tree services, trust and respect are of the utmost importance. Tree Fellas ATL is a local, independent arborist team that knows the value of Atlanta’s trees and is looking to serve their immediate community.
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Tree Fellas asked me to help them create a brand identity that positioned them as neighbors first and business people second. Respect for the environment and knowledge of tree care was of course central to their brand’s story as well.

We developed an illustration centric identity to play up the approachability. Something that felt relaxed, textural and organic. The color palette spoke to the commitment to environmentally conscious processes.