Brand Guidelines for WholeTrees Structures
A growing brand needs a cohesive appearance.
WholeTrees Structures is a growing company with an important mission: To transform the carbon emitting construction industry with our guiding brand, our regenerative solid timber products, and our fabrication solutions.
However, that “guiding brand” needed some guidelines of its own.
Engaging stakeholders
Founders and executives often find it fun to discuss their brand. However, it can be a contentious and emotional experience when they are asked to solidify its definition.
Engaging key stakeholders in a branding exercise often helps those invested in the brand feel comfortable with the endeavor and know that their input is heard and documented.
The next step diverged into two paths: one more emotional, and the other more functional. We wanted to create a brand book intended for print that could serve as a North Star for culture and voice. We also knew that we needed a more detailed document that could serve as a reference point for visual brand standards.
View key spreads from the brand book below.
The guidelines document contained all of the same cultural content, but was expanded with two more sections focusing on logo usage, color, font, photography and images, along with other details defining how the elements of the brand should be applied.
