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Brand design for a startup company

NewGen Forestry Services Ireland

NewGen Forestry was established in 2020 to bring a fresh and innovative approach to Irish forestry.

As a new company, NewGen needed a brand, all related marketing materials, and a website. Their focus was on managing the stewardship and use of forests and forest lands in a way and at a rate that maintains their biodiversity, productivity, regenerative capacity, vitality, and the potential to fulfill now and in the future without causing damage to other ecosystems.

We were very excited with this brief as it provided a lot of scope for creativity. So, with that in mind, we focussed on the keywords: biodiversity, regeneration, growth, forest, green, trees, water, ecology, and we got to work.


With any new or redesigned brand,  we begin with mind-mapping exercises. This is an excellent way to get our creative juices flowing. Beginning with the keywords we create quick sketches to help generate and organise ideas.  We transform these initial ideas into more concrete and developed concepts. This begins the process of creating a well-defined brand. 


We provide 3 logo concepts for review, along with an explanation of the design elements and their significance to our client’s business. In this case, the NewGen logo is all about growth. A young sapling with tree growth rings in the leaf area was the perfect concept for their criteria of regeneration, growth, forest, and biodiversity. The logo captures the essence of a tree in a single leaf, depicting the growth of a sapling. To further emphasize growth, tree growth rings are included on the leaf.


The brand colours play a crucial role as they will be the visual representation of the business on all marketing materials. For NewGen we aimed for a fresh, contemporary colour palette with the addition of colour variations to represent earth, sky, water and growth.


Once the logo is developed it is important to ensure that it is used correctly so that the brand continues to fully represent the clients business and always looks great.

If you would like to discuss your own brand please don’t hesitate to contact us. We are happy to chat with no obligation on your part.