Scottish Furniture Makers Association - Ash Rise

From Woodland to Workshop

— Campaign Identity

— Campaign Rollout

— Exhibition Branding

The Ash Rise campaign looks to raise awareness of our dying Ash tree across the UK and further afield. Many people are unaware of the threat that Ash is facing, and the very real possibility that it might disappear from our landscape altogether.

Scottish Furniture Makers Association (SFMA), set out to raise awareness of Ash Dieback, by documenting the journey of an ash tree - within the landscape, throughout the milling process, and eventually it’s use. Working with over 20 artists and makers across the country to demonstrate it’s unique versatility & strength as a material, help to reiterate the effects of its loss in our landscape. This will take the form of an exhibition, starting in Edinburgh Royal Botanic Gardens, and touring across Scotland, to some of Scotland's most remote and unusual places.

We were asked to create the campaign identity, an identity that works across all touch points of the campaign, to educate, celebrate and raise awareness of a very real concern.

Colour plays a key role in the campaign identity - it’s time to grab attention and shout a little louder about the fall of Scottish Ash. Neon inks played their part in doing this. Aligning to the fluorescent green commonly seen when looking up to the ash tree from ground level.

Using various cuts from an Ash Tree, and experimenting with material, we created a range of rubbings that provide a very real and honest representation of the natural beauty found within the ash. Each one unique, telling the story of that particular piece.

20 Makers

1 Tree

1 Tour

Exhibition Signage:

In 2024 the touring exhibition launched, starting at the Royal Botanic Gardens, Edinburgh - a fitting location for the subject matter. Our support continued, as we formed a system for text panels of various sizes and purpose across the exhibition.