Client. Arbor Centre


Evolving a brand identity to align with positioning as approachable, industry-leading arborists.

arbor centre

The Arbor Centre is a best-in-class business that helps people make the right decisions about trees, delivering excellent outcomes for communities and the environment. In collaboration with Paul Clarke from Illumium and the Arbor Centre leadership, Crux Creative tackled the brand design portion of their broader business strategy project.

The Challenge

Reimagine the core elements of the original brand identity and move the look away from the slight ‘cottage industry’ feel. The Arbor Centre required a brand look that captured the essence of their business—rich in knowledge, innovative, highly accessible and practical.

The Outcome

A sophisticated brand look and feel strategically-designed to reflect their rich heritage and approachability, represent the Arbor Centre’s all-round expertise in the area of trees (above and below ground), and set them apart as highly knowledgeable industry leaders.

Logo design

As a nod to the Arbor Centre’s legacy, we reimagined an integral part of their previous branding for the new logo. Their ‘Tree and Roots’ graphic was modernised for the new brandmark—we softened the points for an approachable feel and a circular container was used to represent their all-round expertise. The lowercase lettering tempered the authority from the heavy the font, and the earthy grey is a link to their industry.

We then created logo variations for the four divisions—Consultancy, Transplant, Green Surgery and Surface & Subsoil—each with a specific colour.

logo rebrand refresh old
logo rebrand refresh arbor centre
logo rebrand refresh old
the arbor centre logo design

Business card design

To create a consistent identity across all collateral, we started by extracting some logo elements—i.e. the roots and branches to represent their above and below ground expertise. These were applied as subtle graphics across all brand collateral along with four colour squares to represent their divisions, as seen on the business card design blow.

To aid business development and marketing efforts, a company profile brochure was designed for print and digital use. This concise document gives potential clients an introduction to the business and their core areas of expertise.

Given the extent of what the Arbor Centre do, we created a comprehensive website incorporating all four divisions and services. The page examples below highlight how we used the brand identity elements consistently to build familiarity with the brand and avoid eroding credibility.

Brand identity style guide

To ensure the brand look and feel is applied consistently, we created a style guide. This purpose of this comprehensive document is to outline the core design elements—tone of voice, colours, fonts and graphics—and provide instructions and inspiration for the application of the branding.

“Having overhauled the marketing strategy of this highly reputable business and achieved clarity as to the correct market positioning, I then had to entrust someone with both the creative design flair and a real sense of ‘business’ to help deliver a new brand persona and associated materials to support this. Thankfully, I needed to look no further than Dale at Crux Creative, who demonstrated an excellent balance between these two key facets.

Dale is fantastic to work with; thorough, well researched, organised and creative – which is a blend not often found in my experience. When you find someone who is aligned to the standards and calibre that you demand of yourself, you’ll keep going back to continually work with them – which I simply do.”

Paul Clarke, Director
Illumium