During my time at Secret Creative Org., Davey Tree set out to elevate its advertising to better reflect the aesthetic expectations of today’s homeowners. A focused ad template assignment revealed a larger opportunity to establish a more refined design language that could carry Davey’s legacy into a contemporary context. The approach was carried across print, digital, social, and direct mail, with each application helping clarify its principles, range, and potential. Those use cases informed a comprehensive visual guide that now serves as a shared source of truth for internal teams. It provides clear direction for more consistent execution while leaving room for the visual language to deepen and expand through continued use.