MISSOURI FOREST PRODUCTS ASSOCIATION

BRIEF

 The Missouri Forest Products Association (MFPA) needed a brand refresh and cohesive brand guide to create consistency across their materials. While they wanted to retain their existing logo, they were looking for new and refined elements that would serve as a quick reference for the team, ensuring all visual materials remained consistent. One of the challenges was to use system fonts that would work universally across the company without requiring individual installations, as this was causing additional issues with consistency.

SOLUTION

I began by vectorizing MFPA’s logo and creating several logo lockups for different applications, ensuring flexibility while maintaining the brand’s integrity. From there, I developed a comprehensive brand guide, which included a refined color palette, typography, and custom illustrations and icons that reflect the association’s commitment to sustainability and tradition, while keeping an overall approachable feel.

The color palette features a focused set of three earth tones in the primary palette, chosen to reflect MFPA’s strong connection to tradition and forestry while maintaining a sophisticated, grounded feel. By keeping the primary palette intentionally small, it creates a clear, easy-to-follow system that directly addresses the inconsistency issues they were facing across materials. A lime green in the secondary palette adds a subtle, uplifting energy and visually connects to one of their key campaign efforts.

Georgia Bold for headings creates a strong connection to the logo’s serif typography and reinforces the brand’s traditional roots, while Calibri Light for body text ensures readability and maintains a clear hierarchy across materials.

The custom hand-drawn illustrations and icons were designed to complement the organic brush strokes of the logo, reinforcing the brand’s focus on craftsmanship and sustainable forestry. The icons, with their thinner, textured lines, maintain a handcrafted feel while offering visual variety and consistency.