the watsons

the work.

bartlett tree experts

bartlett tree experts is the largest tree and shrub care company in the world. and with the most extensive r&d lab in the country, every bit of their work is grounded in science. as a company—and a brand—bartlett understands that its greatest asset is its people. so when they wanted to make their successful employee recognition program, ‘bartlett champions’, a consumer-facing campaign, we were on it. all we had to do was to find a way to make an internal program work in the outside world.


to do so, we featured each champion with headlines showcasing just how passionate, slightly-obsessive, encyclopedic, tree-geeky, happy, and amazingly likable they are. in other words, we showcased real people who are exceptional at what they do, in a way that was authentic to each of them.

the design used hero imagery of champions outside and among the trees, wrapped in a graphic ribbon, which represents their place of honor in the company. in the end, the people who make bartlett the best in the world became living proof of every brand promise. they are the champions, my friend.