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Helping to see trees differently.

for Rayonier Inc.
 

Founded in 1926 in Washington state and with a name inspired by iconic Mount Rainier, Rayonier and its products have helped to build modern America as we know it. Primarily a timber, real estate, and forest products company, Rayonier owns and manages over 2.6 million acres of timberland in the United States and New Zealand, and are one of the largest producers of softwood timber products in the world.

With deference to — and inspired by — the Rayonier history of a nearly century-long stewardship of the land, we crafted the modern Rayonier “More Than Trees” brand position, voice, digital and offline presentation.

 

 

 
The Website: A Balancing Act

We balanced a message of ethics and ecological stewardship while paying tribute to a rich history, but simultaneously presented the image of a visionary, modern company ready to attract the next generation of customers, investors, and forestry professionals.

The new Rayonier website is built on the Umbraco content management (our fav ♥) system (CMS) with integrations to both Salesforce.com CRM and the Hubspot marketing automation platform. With ruggedly beautiful land and an impressive nearly century old historic photography archive, with Rayonier we were already ahead at the beginning. We merged voice and image to create their new website.

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Before Rayonier was not mobile friendly Hover over the computer screen to see where Rayonier was previously
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Finding a (brand) voice among the trees

If you’re an agency and selected by a client to update their brand with a new image, voice, and personality, it doesn’t hurt when they are one of the oldest and most respected public companies in the state. (We like it a lot)

Rayonier is best known for (and some would say too well known for) trees. While trees are their thing, trees and timber products don’t tell the whole huge Rayonier story. They are an incredibly diverse company with businesses that include real estate, agriculture, land use, solar energy, hunting land leases, and even honeybees. Who doesn’t love honeybees?

We worked with Rayonier to develop the “More Than Trees” story that speaks to the interests of their stakeholders with a supporting brand voice that is all parts: steward, responsible, innovative, forward-thinking, and positive and community-oriented. We think it worked!

 
 
From Brand to Design

It isn’t hard to make Rayonier look great. Nature is the greatest artist, after all, and their lands are a beautiful subject. Instead, our challenge was to balance message and imagery in a way that best told the Rayonier story to each brand stakeholder, with visuals and with words.

 
 
 
Investor Relations

We love our public company clients. In terms of website traffic, size of the audience, and geography covered, public clients challenge us to create solutions that scale both technically, and in brand building.

One of the unique aspects of publicly traded clients like Rayonier is critical SEC reporting. Both the SEC and shareholders require specific, timely filings and reporting. Working with NASDAQ, we designed and implemented the Rayonier investor relations section, which balances required filings with valuable investor messaging. (We also did the same for Advanced Disposal and Sirius Group - click over there and check them out)

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Custom Illustrations

Wind power, solar, home building products - our creatives tell me that nothing tells a story better than a picture. As one of RFG’s writers, I respectfully disagree. (But they might have a point.)

Have a branding, website, or tech project for your company? We’d love to hear from you.

 

 
 
Rayonier Hunting

Rayonier is one of the world's largest timber producers and with more than 2 million acres set aside for prime recreation and hunting, they really are more than just trees. We drew inspiration from the established Rayonier branding to create a new Rayonier hunting website design that showcases and speaks directly to the hunting community. 

The Rayonier Hunting website is both a marketing tool with a search engine (SEO) friendly inbound lead channel and a hunting information resource. Hunters can find and license their perfect plot of hunting land, as well as find information about permits, rules, safety, and responsible land stewardship. Click over and check it out.

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Rayonier Bees

Everyone has to know how important bees are by now – but if you don’t, Rayonier would like to tell you that bees are very, very important. Also important: the land needed to keep bees and beekeepers happy. Yet another branch of Rayonier’s expansive, wilderness-focused business is licensing land for beekeeping businesses of all sizes. So that Rayonier could get the word out on not only the land available, but also just about anything you might need to know about the benefits of beekeeping with Rayonier, we designed and developed a website that fit within the Rayonier style.

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