Davey Tree
Brand Evolution + Activation
Since 1880, Davey Tree has built its reputation on tree and lawn care backed by scientific knowledge and deep expertise. When the company set out to elevate its advertising to better reflect the aesthetic expectations of today’s homeowners, a focused ad template assignment revealed a larger opportunity: to establish a more refined design language that could carry Davey’s legacy into a contemporary context.
- Art Direction
- Brand Documentation
- Brand Refresh
- Design Templates
- Visual System Design
AN EVOLUTION FROM WITHIN
The work began within Davey’s existing identity system, retaining its established typography, colors, and foundational elements. By reconsidering how those pieces interacted, Secret expanded the assignment from creating individual templates to defining a more intentional approach. A more elegant use of typography, a richer palette, and emotionally resonant imagery gave the familiar ingredients new relevance and sophistication.
RHYTHM AND WARMTH
A modular framework rooted in grids, layering, pacing, and repetition brought structure to the work without making it feel rigid. Spacious compositions gave each element room to breathe, while warm, lifestyle-driven photography brought a sense of atmosphere and a relatable human quality to the brand. The result was a more refined and distinctive visual language with the range to adapt across applications while remaining recognizably Davey.
DISTINCTION IN THE DETAILS
With the foundation established, selective moments of brightness and a curated collection of custom, hand-drawn icons added freshness, detail, and character. The illustration style balanced scientific authority with human craft, reflecting the precision and thoughtfulness Davey brings to every customer experience.
A FRAMEWORK FOR WHAT’S NEXT
The approach was carried across print, digital, social, and direct mail, with each application helping clarify its principles, range, and potential. Those use cases informed a comprehensive visual guide that now serves as a shared source of truth for internal teams. It provides clear direction for more consistent execution while leaving room for the visual language to deepen and expand through continued use.
