The University of Toronto Book Store wanted to launch a new store section that focused on environmental books, school supplies and other products.

The University had to cut down a century old walnut tree from their property but decided to make the best of it by using the lumber to build parts of the new store. This was the inspiration behind several of the pieces created.

A new logo and branding was created as part of the new identity launch, as well as a preview poster made with environmentally friendly techniques by printing digitally on raw canvas and using natural materials including tree branches to hang and support the poster.

To introduce the launch a series of self-running flash movies were created to run on in-store LCD screens that tell the story of the launch of ecologic and the tree that inspired it all. These projects were created with Swerve Design Group.