Certified Forest Products Council
Intellectual Property, Branding, Positioning

Shortly after its founding, the "Forest Products Buyers Group" recognized that it was saddled with a misnomer. The organization's name belied the fact that it represented the interests of buyers and sellers of forest products.

In addition, the name made no mention of the primary focus of the group - increasing the market for certified wood and wood products.

We worked with the staff of the organization, and its board members arrive at a more representative name -- Certified Forest Products Council -- and a brand logo that would communicate the "good-ness" of certified hardwoods and softwoods.

We also developed and implemented strategies to:

• increase demand for FSC-certified wood among architects, designers, and specifiers;
• position CFPC as the agency of reference for institutions, companies, and individuals seeking information and guidance about certified wood and responsible wood procurement; and
• position the preference of FSC-Certified wood as a viable strategy for adoption by high-profile companies seeking to demonstrate their corporate responsibility and leadership.