The construction methods and materials used since the industrial revolution are a huge strain on the environment, and one of the leading causes of the planet’s current environmental crisis.

Transforming Timber initiative aims to revolutionise the UK construction industry by using the renewable natural resources of our Scottish forests to create engineered products which can compete with concrete, masonry and steel. These homegrown materials are robust, locally manufactured and respond to vital economic and environmental needs.

A name was conceived that is suitably direct. This is supported by the tagline, ‘From forest floor to built environment’ which describes the lifecycle of each Transforming Timber product: harvesting timber from fast growing Scottish forests, cross laminating it and creating a construction material with strength and ultra low carbon credentials.

The brand identity system is equally direct – a simple ’T’ icon that transforms from one state, representing the forest floor, to another, representing the built environment. This icon anchors the identity and forms the basis for more expressive patterns and image treatments.