The Forest Industry Association of Manitoba (FIAM) is the unified voice of Manitoba's forestry sector, representing member organizations and advocating for responsible practices across the province. While the industry has made major progress in sustainability, technology, and regulation, outdated public perceptions remained, and an aging brand no longer reflected how forestry operates today.
Since the brand will be used by FIAM and its member organizations, it needed to be something the entire industry could stand behind with pride.
We developed a new, versatile wordmark designed to work across a wide range of applications, especially apparel, so stakeholders could proudly champion the brand. The design features a green upward arrow that doubles as a stylized tree, symbolizing FIAM’s commitment to sustainable progress and tying directly to forestry. This element also became a foundation for supporting brand visuals and the website design.
The new website was built to educate visitors efficiently, opening with FIAM’s core message: “Responsible Forestry Keeps Manitoba Green and Growing.” Clear structure and focused messaging guides users through how this commitment is put into practice, including long-term forest health and economic benefits for local communities.
To reinforce authenticity and forward momentum, the site combines real photography with custom visual elements like forest silhouettes, tree ring graphics, and bold statistics, grounding progress messaging directly in the industry.
Although growth wasn’t a goal, FIAM has increased memberships since launch. Partner organizations have embraced the new wordmark, carrying its progressive feel with them. The rebrand successfully repositioned FIAM to represent the industry as it exists today, with the site serving as a clear educational resource on contemporary forestry in Manitoba.
