Conifer Vision
Building a visual identity and launch site for a Swedish precision-forestry company.
Conifer Vision is a Swedish company that helps forest owners take control of their forests — structure, health, storm damage, regrowth — using high-resolution drone footage fed into AI models. I was asked to develop a new visual identity, including logotype, and to design and build a new website. Since the technical scope fit my own skillset, I took on both.
Finding a mark that feels like both AI and forest
What do you play with? Trees? A spruce? Something AI-esque, whatever that might be? A cone? (“conifer” literally means “a tree that bears cones”.) The client mentioned they had a concept called “a digital twin” — a digital copy of the real forest. That anchor turned out to be the thing the whole identity could hang from.
A lot of ideas, captured on paper
I started with a lot of loose, hand-drawn exploration — trees, C-forms, brain-ish trees, mirrored spruces, stylised twin designs.
The circuit-board spruce
One idea I was quite sure would land: build the tree silhouette out of circuit-board traces. AI-meets-analogue-spruce. Sketched it, tightened it — and it looked like a Christmas tree. Simplifying didn’t help. Scrapped.
Refining toward the raster-bar tree
More exploration, this time simpler. The “digital twin” concept stayed, but the tree became bars — like a digital readout of an analogue spruce. A few rounds with the client and we landed on what I, for lack of a better term, named the raster-bar-tree.
A small brand manual to keep things consistent
A short guidelines doc captures the mark, type, colour and tone. Alongside it, a first round of stationery — so the brand had somewhere to live the day it shipped.
From wireframe to launched site
The information architecture and page-level content came together quickly — Conifer Vision is an information site, not a product. I did a handful of visual designs in Figma to align with the client, then moved straight into building in WordPress. Having a real, responsive beta to iterate on is, in my experience, better than polishing static screens forever.
One wireframe round, then Figma, then straight into WordPress
One round of wireframes sorted the information architecture. Early Figma visuals then set the tone — how dark, how green, how much photography, how typographic. Once the direction held up, I stopped designing in Figma and built the rest live in WordPress.
Shipped in early December 2024
Too early to measure whether it’s doing its job, but the client was pleased to have a coherent visual appearance and a working website at the same time — which is not usually a combination I deliver.
