GR604: US Forest Service Visual Strategy Guide (Student Project)

US Forest Service Visual Strategy Guide

Book 1: Visual Strategy Guide

1

2

US Forest Service

Table of Contents 3

At Our Core

8

The New Brand

12

Audience Profiles

23

Brand Grid

29

Brand Competitors

39

Sources

2

US Forest Service

Visual Strategy Guide

3

U.S. Forest Service At Our Core The US Forest Service (USFS) manages

climate, combating invasive species and

and preserves 193 million acres of public

diseases, and managing the supply of

forest and grasslands across the United

forest products to our nation. These

States of America, while also assisting the

efforts extend beyond what one may

nation’s 11 million private forest owners

initially think of as a “forest”. The

with technical, educational, and financial

USFS studies, manages, promotes,

assistance. With a concern for both the

and improves national forests, urban

present and future state of our country’s

forests, minerals and geology, plants,

natural resources — ­ especially water, air,

rangelands (wetlands to desert ecosys-

and soil - USFS efforts are concentrated

tems), recreation and stewardship, land

on utilizing science and technology to

restoration, water resources, wildlife

focus on the improvement of natural

and fish, and more.

resources, sustainability and

US Forest Service

4

1881

1910

1915

The USDA expanded

The Forest Products Labora-

The Forest Service Research

into the Division

tory was established

Branch was established.

of Forestry

1905

1911

President Theodore Roosevelt

The Weeks Act of 1911 passed;

established the USDA’s U.S.

a division focused on working

Forest Service.

with State Forestry and fire prevention associations.

Visual Strategy Guide

The Smokey Bear “Only

1944

5

1980

2021

The Challenge Cost-Share

The new United States

YOU can prevent forest fires”

Program allows the Forest

Forest Service is introduced.

campaign is launched using a

Service and private sector to

The USFS logo, brand guide-

fire-injured bear, Smokey Bear,

share costs and management

lines, and visual standards

as a symbol to be careful.

of forest projects.

are redesigned.

1939

1946

1990

Robert Marshall and several

National forests experience

others made a tour of the

increased demand on

became a major focus and has

western national forests,

forest resources.

expanded into urban areas.

performing this inventory to greatly increase the number of wilderness areas.

Ecosystem management

6

Mission

US Forest Service

To create a healthy and sustainable future, with a focus on natural resources, for our country as a whole.

Visual Strategy Guide

7

US Forest Service

8

The New US Forest Service Mission

To create a healthy and sustainable future, with a focus on natural resources, for our country as a whole.

Visual Strategy Guide // The New US Forest Service

Rebranding Objective

9

The goal for this rebranding is to deliver a stronger presence of the US Forest Service into urban areas to combat the negative impact that highly populated areas have on the nation’s natural resources.

10

US Forest Service

Our Key Themes

Thrive The only way to flourish is to protect what we have.

A nation that destroys itself. Forests are the lungs of our land, purifying the air and giving fresh strength to our people.

- Franklin D. Roosevelt

Visual Strategy Guide // The New US Forest Service

Community

Resourcefulness

Strength comes from the teams of people working

Utilize the resources available to you.

11

together toward one goal.

We must work toward a shared vision based on healthy,

Optimism is a good characteristic, but if carried to an excess, it

resilient forests — forests that can provide all the ecosystem

becomes foolishness. We are prone to speak of the resources of

services that Americans want and need while supporting a forest

this country as inexhaustible; this is not so.

economy that creates jobs and local economic opportunities.

- Theodore Roosevelt

- Tom Tidwell

US Forest Service

12

Audience Profiles In this section of the project, I analyze the different types of people that are most and least likely to be attracted to the rebranded U.S. Forest Service. Recognizing these different personas will help me to ensure the development of this project stays on track and keeps my audience in mind.

In the following pages, you will meet six individuals that have key traits that match them to the soul and mission of my brand. Conversely, you will also meet two individuals who would be less likely to have an interest in my brand, as their traits keep them from being able to identify with the soul of the brand.

Areas of Concern

•

Conservation of wildlife and public lands

•

How can I do my part to reduce my environmental footprint?

•

Preservation of natural resources

Visual Strategy Guide

13

US Forest Service

14

Gemma Taylor The Conscientious Photographer

Age Occupation Location

1.

33 Freelance Photographer Washington

Works as a freelance photographer, spending a lot of time in the wilderness staging and shooting advertisements for natural skincare products.

2. Enjoys spending days off exploring hidden gems in her city.

Her favorite gems being community gardens, and cafes selling only locally sourced foods.

3. Buys most of her produce from local farmers markets because not only is she supporting local farmers, but she also knows that she is buying ethically grown foods.

4. Sits on the board of a local non-profit that teaches children and families how to grow their own produce utilizing compost and all natural resources.

5. Keeps up with local efforts that are focused on the preservation of the parks in her quickly growing city.

6. Rides her bike whenever possible, and only drives her car when traveling further than a few miles because she is concerned about her own carbon footprint.

7.

Donates, when she can, to her state’s Parks and Wildlife office because she appreciates the work they do to ensure the state parks that she visits are well maintained.

Visual Strategy Guide // Audience Profiles

DAVID Singh The Farmer

Age Occupation Location

1.

62 Organic Farmer Indiana

David is always seeking sustainable ways to run his farm because he is concerned about the environment and the future of the planet.

2. Is constantly researching key ingredients in the pesticides he treats his crops with because he wants to know that they will not make the wildlife that comes onto his land ill.

3. David is member of his community solar garden because he enjoys having access to a diverse power grid.

4. Enjoys camping across the country because he finds peace being in nature.

5. Participates in tree planting activities with the forestry organization because he likes doing his part to help the preservation of national forests.

6. David enjoys employing teens during harvest because he thinks it is important to teach younger generations about the importance of organic crops and the positive impact they have on the environment.

7.

Always taking classes on ways to operate his farm because he is an early-adopter.

15

US Forest Service

16

Kiera Mackee The Minimalist

Age Occupation Location

1.

27 Stay-At-Home Mom Maine

Takes her kids to the park everyday to walk on nature trails and learn about biology and earth sciences because she wants to be certain her kids understand the importance of preserving the earth.

2. Only allows her children to eat organic, unprocessed foods because she believes they will develop healthy habits early and will always be concerned about the source of their foods.

3. Kiera composts all of her family’s garbage because she knows that is a good way to limit her environmental footprint.

4. Lives a minimalist lifestyle because she wants to live off the land as much as possible.

5. Encourages her children to participate in 4-H because it teaches them responsibility and the importance of livestock.

6. Kiera doesn’t purchase clothes from fast-fashion companies because she doesn’t support the impact the companies have on the environment.

7.

Shares her organically grown produce with her neighbors and friends because she enjoys knowing she could encourage others to live a conscientious life.

Visual Strategy Guide // Audience Profiles

17

Yvonne Johnson The Information Source

Age Occupation Location 1.

54 Political Activist Missouri

Advocates for environmental issues encouraging people to adopt more environmentally sensitive lifestyles because a safe climate, clean water, and healthy air are her biggest concerns for the future of our country.

2. Supports solar and wind energy efforts because she believes natural gas and coal mining are far too harmful for the environment to be the primary source of energy for the country.

3. Researches the businesses she purchases from because she does not want to support a business without a corporate responsibility action plan.

4. Spends her free time volunteering her time to community cleanup projects because of the positive impact it has on the environment and spirits of community members.

5. Works with large businesses to implement sustainability plans because it supports the future of urban air quality.

6. Encourages her social media followers to share new issues with her because she cares about what others may be concerned about.

7.

Acts as a freelance reporter on local issues because she enjoys keeping people informed across all media sources.

US Forest Service

18

Peter Bakir The Homesteader

Age Occupation Location 1.

35 Survivalist and Camping Blogger Montana

Educates readers on ways to live off the land and rely less on large companies because it allows individuals to reduce their carbon footprints.

2. Created a guide for foraging in the forests because he finds it important to know exactly where his food comes from.

3. Spends most of his time learning about public lands issues because he wants his readers to understand the importance of conservation and preservation issues.

4. Works with local Boy Scout troops to teach them survival tactics because he enjoys the lessons taught by the organization.

5. Is in excellent shape because he spends much of his day hiking forest trails.

6. Takes his nephews camping every few months because they enjoy the break from their city lifestyle.

7.

Peter makes an effort to recycle most of his garbage because he enjoys the benefit of limiting his waste as much as possible.

Visual Strategy Guide // Audience Profiles

Raphael Hernandez The Environmental Scientist

Age Occupation Location 1.

42 Ecologist Colorado

Takes pride in his job because he cares deeply for the preservation and conservation of wildlife and fish habitats.

2. Is passionate about science because he knows that is the only way to ensure a healthy future for his children.

3. Takes his kids to work with him to test water and soil levels because he enjoys teaching his children about the impact our actions have on wildlife.

4. Invested in solar panels for his house because he likes the benefit of renewable energy.

5. Helps build the hunter safety courses with the Parks and Wildlife because he thinks it is important for people to understand the impact wildlife has on the forest.

6. Teaches communities how to maintain community gardens because he has a great concern for air quality in higher populated areas.

7.

He and his wife enjoy working with wood because they love the use of natural resources for both practical and decorative uses.

19

US Forest Service

20

Paul Smith The Uninformed

Age Occupation Location

19 Video Game Streamer Utah

1.

Doesn’t spend time outside because of the time commitment his streaming operation takes.

2. Orders takeout for most of his meals because he doesn’t know how to cook.

3. Doesn’t like the renewable energy industry because he doesn’t like to follow the crowd.

4. Paul doesn’t believe in the carbon emissions concerns because he heard a podcast discussing the issue as a conspiracy theory.

5. Paul doesn’t know what the US Forest Service does because he isn’t interested in trees.

6. Hasn’t given much thought to the future of the environment because he doesn’t believe there is much to be concerned about right now.

7.

Paul spends his money on new technology because he is single and lives on his own.

Visual Strategy Guide // Audience Profiles

21

Jane Espinosa The Career-Driven Woman

Age Occupation Location

30 Corporate Finance Manager New York

1.

Buys whatever food jumps out at her at the grocery store because she hates grocery shopping.

2. Doesn’t like renewable energy resources because she thinks they are an eye sore.

3. Jane doesn’t spend much time outside because she is a workaholic for a large corporate finance company.

4. Has never liked wildlife because they are a nuisance to her.

5. Jane has never camped or taken time to enjoy natural landscapes because she doesn’t see the importance of nature.

6. Buys bottled water because she doesn’t like the taste of tap water and doesn’t enjoy carrying reusable bottles around.

7.

Doesn’t recycle because she doesn’t like the amount of time it takes to sort her trash.

22

US Forest Service

Visual Strategy Guide

Brand Grid In order to summarize the U.S. Forest Service as it is today and as we'd like it to be defined in the future, the following pages will display both current and future visuals — establishing a distinct difference between our brand then and now.

23

US Forest Service

24

Who We Were Often, our brand could have been defined as rugged, a sort of authoritative force defensive of our nation's resources. A steward of lands typically traversed by the more advanced adventurers. We were a primary provider of lumber and other sourced materials for the nation. We were a brand that was not often front of mind within more populated areas.

Visual Strategy Guide // Brand Grid

U.S. Forest Service

25

US Forest Service

26

Our Future Our new positioning is focused on placing the US Forest Service front of mind when it comes to the understanding of the preservation of our nation's natural resources. We are extending our brand to have a stronger presence within densely populated urban areas, with a goal to provide all individuals with the knowledge and resources to promote a more conscientious society.

Visual Strategy Guide // Brand Grid

U.S. Forest Service

27

28

US Forest Service

Visual Strategy Guide

29

Brand Competitors In this section we analyze the current, adjacent, and aspirational competitors that face the US Forest Service both now and after our rebranding. Defining these competitors has helped to recognize that while it is a very vital program, the Forest Service has a large audience within its industry that it could better serve but currently is not.

Types of Competitors

•

Current

•

Adjacent

•

Aspirational

US Forest Service

30

Current The following competitors are both private and government organizations that also work to protect and conserve the nation's natural resources.

This government program is invested in the conservation and preservation of the country's parks and wildlife with research also dedicated to natural resources.

This federal department is dedicated to developing laws and designating funds to the development and regulation of farming, forestry, rural development, and food.

This university has an entire department dedicated to the research and experimentation focused on solving issues surrounding agriculture, natural resources, and forest sciences.

The Bureau of Land Management is also focused on the sustainability and productivity of public lands for current and future generations.

A government agency that is focused on the management of fish, wildlife, and natural habitats - all elements impacted by the state of the country's natural resources.

Visual Strategy Guide // Brand Competitors

31

This global organization is dedicated to the conservation of land and water. They currently protect millions of acres of land and thousands of miles of rivers.

A non-profit organization that studies the conservation of wildlife and ecosystems.

Another government organization dedicated to restore and enhance national forests and grasslands through community education and participation.

An organization that manages multiple programs dedicated to planting, replanting, and nurturing trees across the country, "where they are needed most".

Save the Redwoods League is a program that works diligently to ensure the Redwood forests in California are maintained to the very best of anyone's ability.

US Forest Service

32

Adjacent The following competitors are both private and government organizations that work to ensure a sustainable future through means that don't rely on the forest or wildlife.

The US Department of Energy manages and researches issues of energy, environmental, and nuclear challenges. The department has a very large focus on clean energy.

This nonprofit organization advocates for financial, policy, and technological change to transition the country to a renewable energy economy.

The National Hydropower Association is a nonprofit that is working to make hydropower the nation's prime renewable energy resource.

This is a national association that represents businesses within the wind power industry, working to promote a positive impact on the environment with renewable wind energy.

An advocate for companies that operate within the renewable energy field. Taking all forms of renewable energy and combining them to work toward a reliable, low-cost power system.

Visual Strategy Guide // Brand Competitors

33

Apex Clean Energy contracts and builds clean energy farms across the nation for local companies.

Developing technologies to help utility and power generators lower costs, at the same time producing renewable energy sources that include wind, solar, and hydroelectricity.

The Florida Solar Energy Center is a research center that has been vital for the country's use of renewable energy technologies with the goal to educate the nation while aiding the economy and environment.

Brookfield is one of the world's largest renewable energy companies with one of the greatest impacts on reducing emissions.

The world's largest producer of wind and solar energy.

Though this company, unlike that of other competitors, is focused on a diverse energy grid that includes oil and natural gas, it has managed to reduce CO2 emissions as well.

US Forest Service

34

Aspirational The following competitors are organizations that have addressed a concern for natural resources and found alternative ways to positively impact land, water, and air in our country. Their impacts are those which the US Forest Service wishes to make.

A nonprofit dedicated to reducing carbon emissions around the world. Their work extends to the preservation of natural habitats, clean energy programs, and general lifestyle improvements.

Society for Urban Ecology is an organization that operates worldwide to foster, educate, and develop the implementation of urban ecological systems.

A nonprofit organization focused on delivering clean water to communities in the country that do not have access to water.

A nonprofit that builds relationships with, and certifies, businesses that produce rainforest-friendly products and work with other businesses to create a conscientious community with a drive for environmental change.

An organization that has a collective of businesses that contribute at least 1% of their annual sales to environmental causes. Bringing an awareness of responsibility to the planet's natural resources, the organization inspires a diverse network of organizations to make a difference and invest in

Visual Strategy Guide // Brand Competitors

35

The Solar Energy Industries Association is dedicated to leading the charge to a clean energy economy through solar power. Positively impacting air and climate by addressing energy issues.

Patagonia is dedicated to environmental activism on a very large scale. Patagonia Action Works connects individuals with opportunities to make a difference. They also maintain a transparency in how their products are made and how they impact the environment.

Lifestraw developed a product that makes all forms of water safe to drink. While the US Forest Service is focused on the sustainability of natural resources (clean water), this company has developed an alternative answer to clean water concerns.

Merrell not only encourages consumers to get outside and recreate in the outdoors, but also produces products that are conscientiously made from recycled materials.

While Bear Grylls is typically first associated with survival gear, it is a brand that encourages not just living off the land, but doing so in a way that has little impact. It is both a survivalist and environmentalist brand.

US Forest Service

36

Brand Attributes In order to ensure we have a clear vision for our rebranding and how we would like to be perceived, we have identified what words define our industry in both good and bad ways.

Positive •

Community

•

Fresh

•

Conscientious

•

Bright

•

Healthy

Visual Strategy Guide

37

Stale

Neutral

The US Forest Service

•

Organic

•

Resource

•

Ecology

•

Green

•

Technology

•

Vast

•

Clean

•

Research

•

Enlightened

•

Renewable

•

Nature

•

Auspicious

•

Footprint

•

Greenhouse

•

Growth

38

US Forest Service

This is the new US Forest Service, and it is just the beginning. In the next phase of our rebranding, we will explore the visual ideation, process, and finalization of our logo.

Visual Strategy Guide

39

38

US Forest Service

Sources

Visual Strategy Guide

39

Images and References

The USDA Forest Service The First Century

www.acore.org

www.fs.fed.us

www.hydro.org

www.fs.usda.gov

American Wind Energy Association

www.foresthistory.org

www.cleanpower.org

www.nps.gov

www.apexcleanenergy.com

www.unsplash.com

www.ge.com/renewableenergy

www.stock.adobe.com

www.energyresearch.ucf.edu

blog.nationalparks.nsw.gov.au

www.bep.brookfield.com

www.usda.gov/

www.nexteraenergy.com

www.uaf.edu

www.cooleffect.org

www.blm.gov

www.society-urban-ecology.org

www.fws.gov

www.waterwelltrust.org

www.nature.org

www.rainforest-alliance.org

www.iercecology.org

www.onepercentfortheplanet.org

www.nationalforests.org

www.seia.org

www.arborday.org

www.patagonia.com

www.savetheredwoods.org

www.merrell.com

www.energy.gov

www.beargrylls.com

42

US Forest Service