Milwaukee Urban Forestry Fund

Rooted in research, we helped grow a brand from the ground up.

The Milwaukee Urban Forestry Fund, supported by donors and administered in partnership with the Greater Milwaukee Foundation, was started in 1991 to improve the quality of life in the city through support of tree planting and improved access to green spaces. Trees play a vital role in Milwaukee and its neighborhoods by providing improved air quality, reduced storm water runoff, energy savings, improved well-being, and community beautification.

The ask

In 2022, the City of Milwaukee Department of Public Works - Forestry Services (DPW) was looking for potential tree planting projects in neighborhoods throughout the city to be partially or fully funded by the Milwaukee Urban Forestry Fund. To help accomplish this task, DPW recognized that it should develop a brand and brand strategy for the Urban Forestry Fund, something it didn’t have for the first 30 years of the fund’s existence.

The process

We began by meeting with Forestry Services and conducting in-depth secondary research to understand similar programs nationwide. After reviewing our findings with key stakeholders, including the Department of Natural Resources, we used those insights to develop initial Urban Forestry Fund brand concepts for DPW.

The result

Once a logo was selected, we expanded the brand across a range of bilingual materials—including brochures, postcards, a PowerPoint template, yard sign, and digital flyer—to help DPW effectively engage Milwaukee residents. The new brand was developed on a concise timeline to accommodate the tight funding deadline. Since then, AFFIRM has helped DPW to develop additional branded materials for the program.