Growing fuzz for a tree-planting browser app
The Cursor Tree
The Freetree icon was a fusion between the two most integral elements of the brand: a cursor and a tree. A cursor is a position indicator on a computer display screen—used to help navigate digital interfaces and therefore to shop online. We tilted our cursor slightly, added more 'pine tree' shaping; and created a fusion between the two. The cursor became the tree, and the tree became the cursor.
"It's been a great pleasure to work with How&How on the rebrand and website of Freetree. The team was very professional, enthusiastic and engaged—they came up with a lot of great creative ideas. Our feedback was always taken into account and we managed to finish everything on time. I'm looking forward to working with them all again!"
Addicted to trees!
We introduced three tree planting levels to reward Freetree users for participating in making their shopping greener. Levels are represented by tree badges, that are awarded according to the number of trees the user has helped to plant so far.
Leveraging gamification cues was a way to increase user participation, by making the task of tree-planting a satisfying, feel-good behaviour.
Pay us in trees, please!
Although there was budget in this project, we asked Freetree and Ecosia to waive our fee and ‘pay us in trees’ instead. We're thrilled our work helped to plant 60,000 trees as a result!
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