Elevating Real American Hardwood beyond a commodity
In a generation that promotes authenticity and organic lifestyles, the Real American Hardwood Coalition needed a platform to showcase the sustainability and true health benefits of using Real American Hardwood and its superiority over the copycats and faux-wood materials. Our team was not only tasked with developing a concept and organizational framework that would engage all members of the hardwood community, but to establish a clear, concise and overarching brand statement that can be echoed throughout their supply chain and to potential hardwood consumers.
Making Materials Matter
Start with the common misconceptions; it’s bad to cut down trees, clear-cutting is the only form of reforestation, and most crucial - that it’s more sustainable to find alternatives to hardwood materials. By creating an interactive and educational experience, we took an objectively unsexy topic and made it stimulating and engaging for consumers while simultaneously debunking unfounded ‘facts’ about Real American Hardwood.
