Plum Creek
Cutting trees to grow healthy forests
How a sustainability report aligned perceptions of corporate responsibility with stakeholder priorities.
What I did
- Editorial design
- Infographics
- Annual reports
Plum Creek (since merged with Weyerhaeuser) owned and sustainably managed 6.6 million acres of highly productive forest land in 19 U.S. states. Perceptions of land management and, in particular, forests, can be fraught. Stakeholders were beginning to require that companies prove their leadership in stewardship, responsibility, and ethics — an area where Plum Creek shone.
Every Tree Counts
Under the theme “Every Tree Counts”, this report used bold numbers and infographics alongside expansive imagery from custom photoshoots of Plum Creek’s well-managed lands — underscoring the intense analytic scrutiny the company operates by in service to their three main focal points: growing healthy forests in perpetual cycles including responsible harvesting; building a strong workforce and sustaining rural communities; and creating long-term value for stakeholders.
A year in the life
Three annual reports, each telling the year’s story through the lens of company value, and values. “We grow value from…” emphasizes that Plum Creek’s land is valuable for its trees as well as for its other resources and uses.
“True to our core” uses the metaphor of a tree’s rings to quite literally spell out Plum Creek’s values at the centre of their organization. The third uses “We see…” statements, finishing them with powerful words like “Value” and “Opportunity,” juxtaposed with inspiring nature imagery.
