Growing awareness for American Forests
Building trust and community credibility
Under new leadership, and with a new vision to shift their work into tree equity and urban forestry, American Forests approached Hiker to develop a multi-year campaign identity that would capture this strategic shift. The challenge was to connect existing values with a new purpose, and draw in key consumer audiences concerned with public health and environmental justice in urban areas.
Hiker built a sub-brand campaign identity and language that American Forests used in print, event, video, social, and website assets. Our Roots Run Deep was a nod to the organization’s century-old history—but we created knockout imagery that fused the brand’s legacy of lush natural landscapes with a new, unexpected, and visually inclusive world of urban environments and communities.
The result was a powerful invitation to audiences who may not previously have felt that American Forests’ mission and purpose were inclusive of them or their experiences. Even today, American Forests continues to use Our Roots Run Deep in its branding efforts.