Conifer Vision

Visual identity & website for Swedish forestry management company Conifer Vision.

Project scope

Conifer Vision is a Swedish company that helps forest owners take control of their forests, providing insights into various metrics, health, structure, and much more. All this data is brought to life by taking high-resolution drone footage of the land and then feeding the data into AI, giving a detailed view of everything the forest owner could wish for.

I was asked if I could help develop a new visual identity, including a new logotype for the company, and also design and deliver a new website. Since the desired technical requirements of the website were within my own skillset (e.g. a plain information site), I said yes and went to work!

TLDR; I made a visual identity + website for Conifer Vision. Visit the website here.

Logotype

What concepts to play around with? Trees? A spruce? An AI-esque-something, whatever that might be? Perhaps a cone? ('conifer' actually means “a tree that bears cones”). Something else? Well, the client mentioned that they have a concept named “a digital twin” (a digital copy of the actual forest) with all the necessary information needed to decide what and how to make the forest prosper.

I started by drawing many, many initial sketches to get a feel for what would work, and what would not.

One idea that I thought would work well was to create a tree-shape in the shape of a circuit board. Like, combining "AI with an analogue spruce". It turned out that it all looked more like a Christmas tree, which I really wasn't after.

Trying to simplify the shape didn't work well either, so this idea was scrapped.

Sooo … more refining and exploration. This time with a much more simplistic touch, trying to incorporate the aforementioned "Digital Twin-concept". After a few talks with the customer we eventually settled for a "raster-bar-tree-shape" (yes, I just made that description up).

The typeface "Sora" from Google Fonts was chosen for all communication on printed material, websites and presentations.

A small styleguide was assembled with instructions on how to use the various identity elements.

The UX phase went pretty quickly, and the information structure and type of information per page was decided upon.

I made a few initial visual designs in Figma, more to get an overall feel of how various design elements would work together (and, of course, show to the client), but I soon started to build the website directly in WordPress. Having a real, functional beta website to iterate how things looked in various responsive modes is nice compared to only having static designs.

The finished website was launched in early December 2024, so it's far too early to measure whether it does its job or not, but time will tell. The client is, however, glad to have an updated visual appearance + website. I was happy to deliver a project that included identity work and also building a finished website, which isn't what I usually do.

Visit Conifer Vision