Advertising · Brains & Broad Agency
Treetrails Adventures in Philadelphia Client Pitch
Client
Treetrails Adventures in Philadelphia
Duration
6 weeks
Team
5 members (Account Director, Account Planner, Media Planner, Art Director, Copywriter)
Overview
Served as Art Director for Treetrails Adventures in Philadelphia's comprehensive client pitch presentation at Brains & Broad advertising agency. Led visual design and creative direction across the entire 56-page pitch deck. Designed the TreeTrails logo, created strategic creative advertisements, and developed a cohesive visual identity system that communicated brand positioning, market opportunities, and campaign strategy. The pitch showcased strategic thinking, creative excellence, and a clear understanding of the client's market position and growth opportunities in the outdoor recreation industry.
Challenge
Designing a distinctive TreeTrails logo that captures the brand's outdoor recreation essence
Creating compelling creative advertisements that resonate with target audience
Developing cohesive visual identity across 56-page pitch deck
Balancing strategic messaging with creative visual storytelling
Maintaining consistent art direction while collaborating with cross-functional team
Strategy
01
Logo Design & Brand Identity
Designed the TreeTrails logo incorporating outdoor and hiking elements with modern, clean aesthetics. Created a versatile mark that works across digital and print applications. Developed comprehensive brand guidelines including color palette (earthy tones: terracotta, sage green, natural wood), typography system, and visual elements that reflect the outdoor recreation brand positioning.
02
Creative Advertisement Design
Conceptualized and designed strategic creative advertisements for TreeTrails' marketing campaigns. Developed visual concepts focusing on brand awareness, experience highlighting, and repeat visit optimization. Created compelling visual narratives that connected with outdoor enthusiasts and adventure seekers through authentic, inspiring imagery and messaging.
03
Pitch Deck Visual Design
Designed comprehensive 56-page pitch deck with cohesive visual system. Organized structure: Team introduction, TreeTrails brand overview, current market situation, RFP breakdown (Build Awareness, Highlight Experience, Increase Repeat Visits), strategic recommendations, creative executions, media strategy, and next steps. Each section featured custom illustrations, data visualizations, and compelling layouts that told a cohesive brand story.
04
Creative Direction & Team Collaboration
Provided art direction for the entire pitch, ensuring visual consistency while allowing strategic and copywriting teams to integrate their expertise. Collaborated with Account Director, Account Planner, Media Planner, and Copywriter to ensure seamless integration of strategy, media planning, creative messaging, and visual design. Prepared final presentation materials and visual assets for client delivery.
Design Work
Logo
The Team
Social Graphic
Transit
Billboard
Key Learnings
01
Logo design must balance distinctiveness with versatility. The TreeTrails mark needed to work across multiple applications while maintaining brand recognition and conveying the outdoor recreation positioning.
02
Creative advertising requires strategic insight. Effective ads aren't just visually beautiful—they must communicate clear brand positioning and drive specific business objectives (awareness, experience, repeat visits).
03
Art direction at scale requires systematic thinking. Maintaining visual coherence across 56 slides while allowing for creative flexibility and strategic messaging demonstrated professional design maturity.
04
Cross-functional collaboration elevates creative output. Working with specialists in strategy, planning, and copywriting produced a more comprehensive, persuasive, and strategically sound pitch than design alone could achieve.