Brand + Identity

To address the imminent shortage of skilled workers in BC’s forest industry, a committee of stakeholders of BC’s forest and logging industry engaged Tugboat to create a multitude of communications materials. The most urgent requirement was a new and vibrant brand and visual identity that reflected potential, possibility and place.

As the brand would exist predominantly on the web, that place would be Login BC™.

Tonality and approachability were mandatory deliverables. The new identity is simple, clear and progressive. Positioning exercises resulted in Find yourself in BC’s Forests™ as the new tagline.

Key to the identity would be creating an instant connection between the name and the purpose. This was delivered through the use of a double pointer to reference a tree. The inference is immediate. “This is something I click on and it has to do with forestry.”