The main message creates an abstract image of a tree as a member of our family. We personify it and make the recipient aware that tree is like a person – we can take care of it, visit it, and observe how it grows. This image makes us feel close to him, and consequently – with nature too. In this way, we shorten the distance with natural environment and create a safe, friendly space for the person reading the message. Just as in a family we have various members, the main claim can be formed into different variants of family personas. Our flexible key visual can be use in other visual media which besides crucial copywriting, are bound together by a common graphic element – wood grains, which we identify with a human fingerprint. It is also an additional emphasis on the connection between nature and people.

Forest can thrive and provide. But so can people. We thrive our relations and provide our loved ones with the best. This makes us be alike to trees. We find our peace and comfort surrounded by family – people we care about. And the same we can do with nature.

Some of us had this dream about being able to tell your friends stories about distant uncle from Denmark or aunt from Italy. It is possible with EcoTree – just one click allows you to finally have a relative in different parts of the world – a special green one. You can even look after him from a distance. And when it comes to relatives, you invest your care and effort to stay close and on good terms with them. The same can be done with trees. So why not call them family? In this case, it makes a brand-new point of view (acronym: POV). Paying attention to this in the communication, EcoTree shows the perspective of the recipient and his choice. In addition, besides being an acronym, POV is also a rooted element in culture, especially in today’s dominant social media.