Born from the post-bushfire vision of community leader Edwina Robinson, the Microforest Collective has become a grassroots movement transforming Canberra’s suburbs into thriving urban microforests. As the initiative looked to scale its impact nationally, it required a professional yet authentic brand identity and a strategic marketing framework that would attract volunteers, inspire replication and secure future funding.
Approach
- Facilitated a collaborative workshop to capture the essence of the Collective’s mission, values and community spirit.
- Developed a brand strategy and narrative that articulated the organisation’s purpose, mission and long-term vision of sustainability and belonging.
- Created a new brand identity including a logo suite, style guide, brand pattern and supporting visual elements to reflect it’s grassroots energy.
- Designed a 12-month marketing strategy involving the brand launch, community awareness and participation building, with tailored messaging for distinct audience personas.
- Built a comprehensive content framework around four pillars: educational insights, community stories, project progress and interactive engagement.
- Created a scalable website including copy, design and structure, with CRM integration to centralise resources, improve volunteer engagement and encourage participation across communities.
- Equipped the Collective with practical templates for collateral, downloadable resources and guides ensuring consistency, professionalism and growth readiness.
