Get {And Enjoy} Your Daily Dose of Trees

Art Direction and Design

woman backpacking through old forest path

PROJECT DETAILS
Minnesota DNR’s Arbor Month 2016 goal was to educate the public about “the health benefits of trees.” Traditionally, the MN DNR selects a “host city” for its Arbor Month Celebration events and festivities. Given the theme, Rochester, Minnesota, home of the world-renowned Mayo Clinic, was a natural choice as the host city.

Get Your Daily Dose of Trees

THEME GRAPHIC
The project began by creating a theme graphic that could be easily incorporated across media platforms to promote Arbor Month 2016. Because the main target audience focus was on kids, their parents, schools and school nurses, we kept the design clean and simple, child-like, easy to read tree shapes with “parent and child” enjoying their natural surroundings.

While the overarching theme focuses on the “Health Benefits of Trees,” the theme itself would benefit having a catchphrase or tagline to make it more memorable. Brainstorming sessions were conducted to flush out possible phrases to match the Arbor Month’s campaign’s theme. Given the style of the theme graphic, rhyming lines made the final cut.

Website banner image Arbor Month May 2016 Get Your Daily Dose of Trees

WEB BANNER
For the MN DNR website banner promoting the Arbor Month Celebration, we chose to overlay the theme graphic on a relatable image of a tree-lined park pathway. Visually, it says how accessible the benefits trees provide are just by visiting a neighborhood park.

MN DNR Health Benefits of Trees Infographic

THE HEALTH BENEFITS OF TREES INFOGRAPHIC
As a fun, educational tool and poster, we designed an infographic with a tree as the focal point with icons representing each specific benefit trees provide. Infographic was sent to schools as part of an educational Arbor Month kit for teachers to use in their classrooms.


DELIVERABLES

Theme Graphic
Press Release Stationery
Web and Social Banners
Infographic Poster
Retractable Display Banner
Social Memes 2016:
(Facebook & Twitter)
Social Memes 2017:
(#31DaysOfTrees Challenge)

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ABOUT MN DNR
“The Minnesota Department of Natural Resources works to integrate and sustain the interdependent values of a healthy environment, a sustainable economy, and livable communities. DNR’s integrated resource management strategy shares stewardship responsibility with citizens and partners to manage for multiple interests.” Read more about the DNR >

View Site: Minnesota DNR

Trees and shrubs can reduce stressful noises by 50%
Trees decrease mental stress
Trees Keep the Air Clean

HEALTH BENEFITS OF TREES SOCIAL MEMES
Taking each health benefit and turning it into a social meme to post on Facebook and Twitter expanded educational reach beyond the printed infographic poster. Images and alternatives were selected to pair with each health benefit and corresponding health icon. Images were chosen for relevancy, appeal and humor. Below: Social Meme adapted for MN DNR’s Twitter feed.

Health Benefit of Trees Twitter Post Sample 1

Select Social Memes from MN DNR Arbor Month Campaign 2017

While many of the materials were updated and repurposed from the “Health Benefits of Trees” 2016 campaign, the focus of the Health Benefits of Trees” 2017 campaign was to engage and build a millennial audience using social media as a major component. Creating a “31 Days of Trees Challenge” competition further encouraged a millennial audience to go and enjoy a daily dose of trees by photographing and posting their own tree experiences and stories. Below is a selection of Facebook memes (promoted posts and ads) that ran through out the campaign. [Campaign metrics to come]

This project was in creative collaboration with MP&G Marketing Solutions who provided the communications plan and strategy, key messages and client management. Grand Ciel Design provided art direction, concepts, design, print and web production, project management intermixed with curiosity and fascination. We will never look at trees the same way again.

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