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The Treeline

Challenge / Objective

The Treeline, an urban trail currently in development in the city of Ann Arbor, was in need of a brand identity and marketing presence in order to connect with donors and the community at large.

Solution

A holistic approach supported by brand positioning, naming, brand visualization, UX/UI wireframing, website design, website development, video editing, and photography. After deliberate collaboration with the city of Ann Arbor, the Treeline brand was brought to life.

Result

A brand that continues to grow with the vibrant Ann Arbor community and its future in mind. The new website serves as a hub for all things Treeline — it’s the digital home for engagement opportunities.

Three folded t-shirts in white, gray, and blue display abstract map designs and "The Treeline" text. The tone is modern and outdoorsy.
Yellow triangle with a stylized tree on the left. Text on the right reads "The Treeline Allen Creek Urban Trail" in white on a black background.A woman jogs with earbuds in a lush, green park setting, conveying activity and freedom. Text reads "Run free. Right in the middle of downtown." Details about The Treeline trail project in Ann Arbor are included.
Map showing proposed biking routes in a city. Red pathways indicate routes connecting gateways and bridges, with park areas marked in green.
A hand holds a dark gray brochure with a minimalist tree design. The text reads "The Treeline, Allen Creek Urban Trail" under a yellow triangular logo. Clean, modern look.Text on a light green background reads: "The Treeline is an urban trail connecting the best of Ann Arbor. It will be a defining feature of our geography, providing a common place to explore, bike, run, and reconnect with nature – and each other." The tone is inviting and community-focused. Subtle tree shapes are in the background.
Icons representing activities: "Explore" with mountains, "Run" on a path, "Bike" on a trail, "Fish" with a hook, "Canoe" on water, "Unwind" with a picnic setup.Tri-fold brochure with outdoor themes. Left panel shows a scenic bridge over water in Ann Arbor. Right panel features a person running, suggesting activity.
Five promotional posters for a trail project titled "The Treeline" feature vibrant outdoor activities: kayaking, biking, a beer garden, and a city map. Each poster includes a call to action and event details, conveying an energetic, inviting tone.
Website for The Treeline urban trail, Ann Arbor. Features vibrant artwork of a green trail and call-to-action text "It won't grow without you." Includes a trail map and donation button.Mobile app screens for "The Treeline." Left: Scenic trail photo, text "Get out of town" in yellow. Middle: Menu options on black. Right: Invitation to join the trail project.
Watch on Vimeo: “Treeline Video ”

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