Les Arbres (lāyz ahb), noun, french: "The Trees" is one of Fairfield County, Connecticut's longest-running and most respected Arborist and Landscape Design firms. These award-winning professionals, a father and son partnership, came to Seaver Interactive looking for a marketing make-over. We all loved the name, and turned the challenge of its pronunciation into an asset by adding instructions right on the company's website, business cards, t-shirts and trucks.
In redesigning the logo, we retained the equity of an original distressed/vintage silhouette of an old-growth tree. It had originally been hand-stamped on rough newsprint. We scanned it in, converted it to outline art and repaired it. We then experimented with dozens of variants of typeface and color palettes, but eventually returned to a simple, clean black-on-white approach, employing the timeless (designed 200+ years ago) Bodoni typeface, rendered in its bold cut.
We created a style guide for Les Arbres' corporate ID, showing how the logo could work on the website in black-on-white, white-on-black, horizontally, vertically, on printed flyers, company trucks and equipment, printed on company t-shirts, embroidered on company vests and jackets and emblazoned on hard hats.
Creating a beautiful website that could show off Les Arbres' work was made easier because company co-owner Leslie Lewis IV is an avid botanist and photographer. He sent along set after set of gorgeous photography of Les Arbres' projects. Even now as Spring is upon us, we've been working on print campaigns including direct mail pieces, and putting together a social media and email marketing campaign to continue building the company.