Eden Reforestation Projects
Produce, plant, and protect.
Eden Reforestation Projects is a non-profit organization focused on large-scale reforestation and afforestation efforts around the world. Their mission is to combat deforestation, reduce poverty, and restore natural ecosystems by planting trees in areas that have been degraded or deforested. They work in various countries, partnering with local communities to provide employment and training for reforestation activities. Their approach often involves planting native tree species and creating sustainable agroforestry systems that benefit both the environment and local economies.
Disclaimer: Eden Reforestation Projects has recently undergone a rebranding and is now known as Eden: People+Planet. The design work presented here reflects the branding that was in use prior to this rebranding and does not align with their current brand identity.
DELIVERABLES Marketing Campaign Performance Assets (Display Ads, Social Media Content, Thumbnail Design, Email Design)
Annual Report
Pitch Deck
Social Media Templates
CLIENT
Eden Reforestation Projects
Brazil Reforestation Campaign
Project Overview
For the launch of Eden Reforestation Projects’ new Brazil initiative, I led the design of a multi-channel marketing campaign. I translated the campaign objectives into a cohesive set of display ads, social media graphics, and YouTube thumbnails, each optimized for its platform while staying on brand. The goal was to create awareness and secure funding from individual donors and future long-term partners.
To kick off the campaign, Eden’s team traveled to Brazil to document early restoration work alongside indigenous and local communities across the Amazon. The footage from this trip—including a short awareness film and several employee “day-in-the-life” stories—became the foundation of the marketing campaign to build awareness and trust around this new project.
Challenge & Opportunity
The key challenge was supporting two audience needs within one cohesive campaign. The creative had to encourage fast action from individual donors while also supporting a more considered “learn more” path for potential long-term partners. My role was to create a consistent visual approach and translate it into scalable assets across channels, while maintaining a respectful and human tone given the involvement of Indigenous and local communities.
Design decisions were guided by campaign goals, channel constraints, and past campaign insights. For example, people-first storytelling helped create emotional clarity for donors, while large-scale imagery helped communicate credibility and visual proof for partners who needed more context before taking action.
Key Constraints:
Maintain visual cohesion across channels while designing for two distinct audiences
Scale creative across ads, social, and video
Human-centered tone for sensitive cultural contexts
Display Ads
Two distinct display ads were designed to acquire new donations and foster partnerships. The donor-focused ad, with the call to action “Donate today,” emphasized the urgent need for support to restore Brazil’s vital ecosystems. In contrast, the partner ad used the call to action “Learn more,” inviting potential partners to explore collaborative opportunities for long-term impact. Both designs were tailored to resonate with their respective audiences, effectively driving engagement and advancing the campaign’s objectives.
Social Media Content
To build awareness and drive engagement for the Brazil reforestation campaign, a suite of social media assets tailored for Instagram, Facebook, and LinkedIn. By combining compelling visuals with concise, action-oriented messaging, these social media graphics increased visibility, encouraged shares, and drove meaningful interactions that supported the overall campaign goals.
Thumbnail Design
As part of the campaign, YouTube thumbnails were designed to maximize viewer engagement. Each thumbnail clearly communicated the key message of the video while staying visually consistent with the overall campaign.
These designs contributed to a noticeable increase in user interaction and played an important role in creating a more engaging and effective viewing experience across Eden’s YouTube channel.
Email Design
After completing the original campaign, I revisited the work as a self initiated project to explore how the visual system could extend into email. I designed a set of concept emails that adapted the campaign visuals and messaging to a channel focused on retention and ongoing engagement.
Each layout was built around a clear hierarchy, with a strong hero image, concise copy, and a single primary call to action. The design decisions were guided by the same performance insights used throughout the campaign, focusing on people first storytelling and clarity of intent.
These emails were not part of the live Eden campaign. They are concept pieces based on the same strategy and brand guidelines, created to explore how the campaign system could translate into email and to strengthen my email design skills.
Interactive Desktop Version
Live Figma prototype — links direct to the current active pages.
Mobile Version
Self initiated exploration
Impact & Takeaways
The campaign successfully increased donations and helped secure long-term partnerships. The performance assets maintained a cohesive visual approach across channels and formats, clearly communicating to both audiences while keeping a respectful, human tone.
This project reinforced the importance of building strong visual systems that can scale across channels without sacrificing consistency or performance.
This project also strengthened my ability to:
Create scalable multi-channel systems for different audiences while maintaining brand cohesion
Turn performance insights into marketing assets that drive results
Balance human-centered storytelling with credibility and trust
Collaboration note: A few assets shown include freelance support.Annual Report
Eden Reforestation Projects’ 2021 Annual Report, a flagship piece showcasing the organization’s record-breaking impact and ambitious vision for the future. The report highlighted a 98% increase in trees planted from the previous year, reaching 358 million in total, and the employment of over 11,500 local community members across multiple countries.
Beyond the numbers, the report brought Eden’s mission to life by featuring personal employee stories, outlining the organization’s verified carbon impact, and illustrating their “Employ to Plant” methodology. It also spotlighted Eden’s expansion into four new project nations and their bold goal of planting 50 billion trees by 2030.
Through a clean and accessible design, the report communicated both scale and humanity, reinforcing Eden’s dual mission of restoring ecosystems while alleviating poverty through sustainable employment.
Pitch Deck
Eden needed a well-crafted presentation deck to communicate their case to potential partners and donors effectively. This deck was essential in showcasing Eden’s mission and goals, ultimately resulting in the successful securing of significant partnerships and a notable increase in donor engagement.
Social Media Templates
A suite of social media templates was created to streamline content production and ensure cohesive branding across platforms. The flexible, easy-to-update designs enabled the marketing team to adapt content for different campaigns while maintaining visual consistency.
These templates saved valuable production time, reinforced a unified brand identity, and boosted engagement.